Unsolicited e-mails are surprisingly effective at getting people to buy, according to a survey from online advertising firm Endai Worldwide.
Over the past 12 months, 50% of men and women have made a purchase as a result of opening a marketing e-mail solicitation. Over 50% of respondents said they couldn’t resist and check their junk mail folders on a daily basis and 16% admitted to making a purchase from messages found in their spam folders, the survey found.
More than 40% of the respondents cited “a good offer or deal” as the most important factor in their decision to buy online. One quarter was most drawn to buy because the product offering was of interest to them. Recognition of the company or brand name mentioned in the e-mail and an interesting subject line were also mentioned as draws that helped to close the sale. Over 21% of respondents indicated that the e-mails they open and buy from are about something they’re “specifically interested in,” the survey continued
The survey polled 7,500 men and women, beginning the Friday after Thanksgiving.
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