Social media is growing fast but business owners should not forget more traditional promotional avenues such as email. A new survey has revealed that shoppers are far more likely to be prompted to buy by email marketing.

The report from Econsultancy called How We Shop in 2010: Habits and Motivations of UK Consumers revealed that few consumers actually ask for product recommendations on social networking websites. However, almost four in 10 shoppers said they had been prompted to make an online purchase as a result of an email.

Just over a quarter of those asked said they had made off-line purchases after an email promotion.

The report also found that many consumers believed that businesses could do better with their promotional emails. Half of shoppers said emails had too much irrelevant information. The same number reckoned the marketing emails often held no value for them.

It’s clear, therefore, that while businesses should be keeping up to speed with social networking outlets, it’s vital that they do not overlook the value of email marketing, too.

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Tags: email marketing, social media

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