Promotional emails were far more effective than social-media recommendations at attracting shoppers to retail websites, according to a new ForeSee study.When it comes to online marketing, promotional emails still are king.

This holiday season, promotional emails were more than twice as likely as an online search -- and almost four times as likely as a recommendation on a social-media site -- to lure a shopper to a specific retail Website, according to a report ForeSee Results released Wednesday. The study suggests that sites such as Facebook may have less influence than many might think, at least for now.

According to a ForeSee poll, about one in five shoppers accessed a site because of a promotional email, compared to only 8% influenced by a search-engine result and the 5% driven by a social-network recommendation. Additionally, about 14% of shoppers accessed a retail site through a mobile phone -- but almost exclusively to look up a price or track down an item, instead of to make a purchase, according to the study.

However they got to the retail websites, customers ended up being more satisfied with Amazon.com than Walmart.com once they'd arrived, according to the ForeSee survey. Customers said Amazon had better website functionality (meaning the website worked better and was easier to use), merchandise and content, while matching Walmart prices.

The report comes as retailers are closely examining their online strategies. A growing number of shoppers now buy their holiday gifts on the Internet instead of going to a physical store. For the seven weeks that ended Dec. 19, online retail spending in the U.S. rose 12% from the same period a year earlier to $25.3 billion, ComScore said last week. The growth outpaced the research firm's initial forecasts, largely because of free-shipping offers from retailers such as Amazon.com (AMZN) and Walmart (WMT).


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metter's world

The internet whether its blogs, news, facebook or any social network site is about making money $$$$$$--. Its all about the money. Facebook is good for many things but as for making serious money its not. That will be its undoing at a later date. Its replacement will be a "social-networking site" that can generate serious money for its owners and sponsors. The replacement may not exist yet-BUT IT WILL.

January 01 2011 at 12:26 PM Report abuse +1 rate up rate down Reply
Theresa

Forget Facebook purchasing. I don't want anyone to know what I am purchasing on
facebook. I like to purchase all over the place using my e-mail.

December 31 2010 at 12:21 PM Report abuse +1 rate up rate down Reply
mssports77

Forget facebook Email is all I purchase by. Facebbook is so slow and never pay any attention to any advertisements and for anyone it would be waste of money as its a social network and the writer of this article has it totally right!!

December 30 2010 at 10:00 AM Report abuse +1 rate up rate down Reply