Wednesday, July 21, 2010

Email Still Driving Shopping over Social

Several retailers can attest to the sometimes overwhelming power of promotional messages on social channels. But despite the hype of viral coupons testing retailers’ agility, studies suggest email is still the more effective promotional channel.

In a survey of shoppers in four states, nearly four in 10 told cross-channel commerce solutions provider CrossView they preferred to receive promotional messages from retailers by email. It was the most popular communications channel, with direct mail drawing about a quarter of respondents and text messaging coming in third with 18%. Just 9% of shoppers were interested in promotional messages on social media.

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