Silverpop - Email Outperforms Catalogs for Driving Web Traffic
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Email Outperforms Catalogs for Driving Web Traffic

Bill Nussey, Silverpop
by: Bill Nussey (@bnussey)
13 September 2005

As Mark Twain, quoting Benjamin Disraeli, once said, "There are three kinds of lies: lies, damned lies, and statistics." Nonetheless, some statistics really make my day like this latest one from the online research arm of Millard Group.

Decision Direct Research reports that for the first time in its quarterly marketing survey's three-year history, email has outscored catalogs in motivating shoppers to visit direct marketers' Web sites. For the quarter ended Aug. 31, 81 percent of respondents said an email persuaded them to visit a direct retailer's Web site, compared to 78 percent who said they visited after getting a catalog in the mail.

The quarterly Online Co-op Survey polled Internet shoppers from 37 multi-channel merchants and incorporated data from 47,000 completed customer surveys.




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