Consumers Respond to E‑Mail, Direct Mail Promotions

Retailers believe that social media will be the next big driver of shopper traffic. As a result, many marketers are rushing to position their social media sites appropriately in advance of the upcoming holiday season. But a new survey from CrossView shows that the best marketing strategy is one that includes social media along with other promotional techniques.

CrossView began its study by asking shoppers if their trip was the result of a retailer promotion. About 1 in 3 shoppers said yes. In addition, nearly 2 out 3 shoppers who didn’t receive a promotion said they would be likely to visit a retailer  “if they had been given one.” These results show that retailer promotional efforts are successful. But is one method more successful than another?

Here are the kinds of promotions that drove shoppers to the store in this study:

  • Mailers 32%
  • In-​Store 29%
  • E‑mail 27%
  • Other (TV, Street Sign, Website, Newspaper) 9%
  • Text message 4%

The findings are slightly different when consumers report how they want to learn about promotions. The top preference is email at 37% and traditional mail comes in second at 23%.  Social media weighs in at 9%. Consumers want to learn about more than just promotions, too. They indicated an interest in new products (39%), information on store openings/​closings (16%) and discounts/​coupons (12%).

Mark Fodor, Chief Executive Officer at CrossView says his company’s survey, “shows that delivery methods and consumer preferences are across the board, which means that retailers need to be able to communicate brand, product and promotional messaging consistently across channels.”

[Source: Shoppers Prefer Email Promotions Over Social Media, Survey Shows. CrossView​.com. 14 Jul. 2010. Web. 11 Aug. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.