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Saturday Stat Series: The Influence of Email Marketing Messages

Post Date: August 3, 2013
By: Casey Hampsey

Welcome to our new Saturday Stat Series on the DMA 2013 Statistical Fact Book!  Each week, we’ll feature a Tuesday teaser leading up to a Saturday feature on different channels of direct marketing, highlighting points of interest that the numbers can tell us. We’ll be doing this every week for ten weeks until DMA2013 Conference and Exhibition, so get hyped up!


Did you know that, according to report findings, 66 percent of online consumers made a purchase as a result of an email marketing message?  That’s one percentage point higher than the number of consumers who made a purchase as a result of receiving a message through direct mailings like letters, catalogues, or postcards.  Furthermore, the age demographic with the highest percentage of purchases might surprise you!  One might expect the young, hip 18-24 year-old age group to be doing the most shopping influenced by email, but in fact, their 65% was beaten out by consumers aged 45-54, of whom a whopping 71% made a purchase influenced by an email marketing message.  Check it out:


SSS Sat 1


Notice anything else interesting in this chart that you’d like to talk about?  Share it with us in the comments, and keep the conversation going!


  1. […] 66% of consumers have made a purchase online as a result of an email marketing message (Source). […]

  2. […] what each lead is interested in so you can develop a targeted nurturing campaign. The fact that 66% of consumers have made a purchase online as a result of an email marketing message confirms that this […]

  3. […] an email to a customer or potential customer is risky business. On the one hand, statistics show that email marketing is effective and that consumers want to receive marketing information in their […]

  4. […] a 2012 Channel Preference Survey, 66% of respondents said that they made a purchase based on a marketing message sent to them […]

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