2/3/2013
The majority of U.S. consumers who own smartphones have made purchases as a direct result of receiving marketing emails or direct mail, according to ExactTarget.
More than nine in 10 consumers (93%) receive at least one permission-based marketing email daily. Nearly six in 10 Facebook users (58%) have “liked” at least one brand or company on Facebook, while only 12% of Twitter users follow at least one company or brand on Twitter.
Smartphone users are more likely than non-users to “like” brands/companies on Facebook (66% have done so) or follow them on Twitter (17%). Email and Facebook are the preferred methods of contacting brands or companies. More than a third of smartphone owners (36%) and 49% of consumers who don’t have smartphones contact companies most frequently through email.
Three in 10 smartphone owners (31%) and 26% of non-owners contact them most frequently via Facebook. Fewer than one in 10 use apps, text messaging, or Twitter to get in touch with brands or companies.
Two thirds of Americans on Facebook (66%) use the site first and foremost for socializing. Just over a third (34%) cite Facebook as their preferred way to share things they like with friends and family.
Three quarters of online consumers (75%) say they’d resent a brand they formerly liked if it bombarded them with emails, and 71% would resent a brand if it sent unsolicited emails, according to Emailvision. Half of respondents (50%) find it annoying to receive marketing emails with their names spelled wrong, and 40% are annoyed by emails that address them by the wrong gender (e.g., Ms. For Mr.).
Four in 10 (40%) say they wouldn’t be willing to share any personal information with a brand in exchange for receiving better targeted offers. Of those who would be willing to share information in exchange for better offers, 38% would disclose their gender, 37% their age, and 28% their name.
Sources: “Subscribers, Fans, and Followers: Marketers From Mars,” January 2013, Exact Target, Jeffrey Rohrs, VP Marketing, 20 N. Meridian St., Indianapolis, IN 46204; 317-423-3928; research@exacttarget.com; www.exacttarget.com. Price: Available online at no charge.
Emailvision, Neil Hamilton, Director, 545 Fifth Ave., #1000, New York, NY 10017; 212-257-6018; supportus@emailvision.com; www.emailvision.com. Price: Contact for information.
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