ExactTarget: Email Drives More Purchases Than Facebook, Texting

Apr 05, 2012

A new study by global interactive marketing provider ExactTarget found two-thirds of online Americans have made a purchase as a result of email, nearly twice the percentage who have purchased after receiving marketing messages via both Facebook and text messaging.

Based on a survey of 1,481 U.S. online consumers, ExactTarget's "2012 Channel Preference Survey" asked how Americans communicate online with brands and with friends and found a growing divide between personal communications preferences and how consumers want to receive marketing messages.

The study found consumers' preferences vary significantly for communications with brands and friends. Seventy-seven percent of consumers surveyed said they prefer to receive marketing messages via email, while only 45% prefer email for personal communications. Five percent said they prefer to receive marketing messages via social media (Facebook, Twitter, LinkedIn), while 13% prefer social media for personal communications.