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46% of UK online consumers make a purchase after receiving an email marketing message

Research from ExactTarget has found that 46% of UK online consumers make a purchase after receiving an email marketing message, while 40% purchased after receiving direct mail and 12% after a text message from the company.

The Social Profile UK research was based on over 1,404 consumer interviews and surveys, and found that 24% were more likely to buy from a brand after ‘liking’ them on Facebook, while 32% were more likely to buy after following on Twitter.

Also discovered in the report were the 13 different ‘personas’ which described online consumers: family and friends; shopper; cautious; deal seeker; information consumer; enthusiast; news junkie; gamer; socialiser; lifestyle oriented; expressive; all business; and connector.

When participants were asked to choose three personas which described their online interactions, ‘family and friends’, came top with 48% choosing it, saying they use email and social media for personal relationships.

Tim Kopp, ExactTarget’s chief marketing officer, said: “UK consumers expect more from brands than ever before as they turn to email, Facebook and Twitter for exclusive content, special offers and unique experiences.

“Agile marketers who can drive interaction across online channels and build consumer engagement have a clear advantage, and our Subscribers, Fans and Followers research provides the insight they need to understand what consumers expect.”

Staff Writer

The Drum is all about modern marketing and media. In addition this website and The Drum magazine, the company is also responsible for the Recommended Agency Register - which aims to match the right agencies with the rights clients - and MiNetwork, an organisation which aims to make independently minded agencies more successful.

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