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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!

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11 Comments

  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 […]

  5. […] Source Tweet this 66% Online consumers that have made a purchase as a result of an email | Source Tweet this 71% Consumers aged 45-54 that have made a purchase as a result of an email | […]

  6. […] activity | Source 66% Online consumers that have made a purchase as a result of an email | Source 71% Consumers aged 45-54 that have made a purchase as a result of an email | […]

  7. […] The Direct Marketing Association reported that 66 percent of online consumers made a purchase as a result of an email marketing message, a figure that’s higher than the number of consumers who made a purchase as a result of receiving direct mailings like letters, catalogues, or postcards. Furthermore, the age demographic with the highest percentage of purchases was the group aged 45–54, making a whopping 71% of purchases influenced by an Email marketing message. This is the group with the most funds available to spend! […]

  8. […] email. In the consumer age group of 45-54, a whole 71% made a purchase based on an email message. These statistics come from the Direct Marketing Association. ExactTarget’s 2012 study places email at the top of the list as far as marketing channels are […]

  9. […] made a purchase online as a result of an email marketing message. (Direct Marketing Association, Saturday Stat Series: The Influence of Email Marketing Messages, Aug […]

  10. […] 66% of consumers have made a purchase online as a result of an email marketing message (Direct Marketing Association) […]

  11. […] 66% of online consumers report having made a purchase as the result of an email marketing message. […]

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