Email top for driving online visits

Email marketing is streets ahead of social media and advertising when it comes to driving visits to online stores, according to a new study which claims most consumers are likely to stop in their tracks to click on an email link from a retailer.
Carried out by Give as you Live – a shopping and price comparison site which donates a percentage of every purchase to charity – the research surveyed 4,234 UK shoppers to discover what drives them to an online shop.
According to the results, email marketing tempts 64% of shoppers, while just 10% of shoppers are prompted by social media posts and advertising.
Fashion websites are the most popular, with 42% of respondents saying clothing retailers attracted them the most, followed by travel websites (28%), and DVD and gaming websites (25%).
The least popular method of triggering online shopping are pop-up ads, with only 7% of respondents likely to click on one while browsing the web.
Give as you Live head of consumer insights Steff Lewis said: “We’re surprised to see that email marketing is the most distracting to consumers over social media posts and advertisements, given the amount of marketing emails we all receive day-to-day and the dominance of social media particularly in our everyday lives. But it’s at least good news for marketers and communications teams running these websites.”