Despite sometimes being overshadowed by other channels like social media, many marketers still consider email to be one of the most important channels available.
And with good reason: as a recent report from Cheetah Digital and Econsultancy illustrates, email is a strong sales driver.
In a survey that spanned 6 countries and nearly 5,000 respondents, almost three-quarters (73%) of those from the US report having purchased a product or service from email.
Similarly, a majority of respondents from the UK (74%), France (74%), Australia (74%) and Spain (61%) said they had purchased from email.
A survey by Ascend2 found that many marketers were focusing on improving email engagement, although this emerged as one of their biggest challenges.
In this latest study, only a little more than one-third (36%) of US respondents said they are likely to engage with a message that is related to a recent purchase, and only 30% said they were more likely to engage with offers or content in messages that were personalized.
Furthermore, only 40% of US respondents choose email as their preferred channel. Read the rest at Marketing Charts.