Influence Of Email On Consumer Purchase Decisions, September 2014 [CHART]

Emails with discounts have a greater influence on purchase decisions than a variety of other forms of marketing communication, including direct mail, opt-in text messages and Facebook posts from companies, say consumers responding to a new study from BlueHornet. Indeed, a significant proportion of respondents say that they wait for discounts via email before making a purchase.

As the report’s authors note, “consumers are trained to wait for discounts,” with 1 in 10 purposely abandoning carts to trigger discounts by email. Retail brands are increasingly advertising discounts in their emails, according to recent research from L2, which finds home brands to be “worst offender.” Read the rest at MarketingCharts.