Direct email marketing woos 64% of shoppers

Direct email marketing is the most popular trigger for online shopping, with 64 per cent of consumers likely to stop what they are doing to click an email link from a retailer, according to a new report.

The research, complied by shopping and price comparison website Give as you Live, surveyed 4,234 UK shoppers in November, to reveal that email marketing tempts more shoppers than social media posts and advertising, which each wooed just 10 per cent of shoppers.

Fashion websites are the main source of distraction, with 42 per cent of respondents saying clothing retailers distracted them the most, followed by travel websites (28 per cent), and DVD and gaming websites (25 per cent).

Steff Lewis, head of consumer insights at Give as you Live, said: “We’re surprised to see that direct email marketing is the most distracting to consumers over social media posts and advertisements, given the amount of marketing emails we all receive day-to-day and the dominance of social media particularly in our everyday lives. But it’s at least good news for marketers and communications teams running these websites.”

The report also showed that British shoppers are distracted by online retailers 604 times every year, while one in three regret clicking or forget why they clicked an online shopping link.

The least popular method of triggering online shopping are pop-up ads, with only seven per cent of respondents likely to click on one while browsing the internet.

Natalie Mortimer

Natalie is The Drum's fashion, design, luxury and food & drink reporter.

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