Marketers have long known that email marketing was one of the best tools they had to work with. A recent survey from Ask Your Target Market, however, has shown that it may be even more effective than previously believed. They found that in addition to building relationships with customers, email marketing is very effective at driving sales as well.
The survey found that 58% of those who responded said that they ‘sometimes buy after reading brands’ promotional messages.’ This means that marketers have an excellent opportunity to get immediate sales when sending out promotional emails. Of course, the actual conversion rates depend on a wide range of factors, but with nearly 60% of people at least considering making a purchase, it is a huge opportunity.
Over 5% of the respondents reported that they often make purchases after checking their inboxes, which is higher than many marketers previously would have expected.
On the other hand, fewer than 10% of survey respondents said that they never make purchases after reading an email, and less than 30% said that they rarely do. This totals under 40% of the total market that is unlikely to consider making a purchase after they’ve read a promotional email. While this may seem high at first, it is actually a very low number considering how much spam most individuals have to get through on a daily basis.
Of course, in order to get an email in front of these potential buyers, marketers need to have high quality email messages, which people are likely to read. In addition, getting people to open each message can be difficult. Despite these challenges, however, this survey confirms that there are huge opportunities for those who master the art of email marketing.
You can read the full survey results HERE.
