Survey Says Email Customers More Than Facebook, Twitter

The 21st century is an age of getting ‘social’ for companies, otherwise they risk becoming like companies a hundred years ago, which didn’t even think of using telephones. The social media, truly, has taken over the marketing at all levels. But, contrary to popular belief, a marketing data outfit, Custora discovered that online retailers have nearly quadrupled the customers acquired through email by almost 7%, while Facebook, over the same period of time, barely achieved a small percentage only, who connect and buy through it. Twitter, on the other hand, can’t register in this genre, if we go by the figures.

Custora claims that by far, the most lucrative option for online retailers has been Google, since the most popular way to get customers is ‘organic search’ followed by ‘cost per click’ ads.

If the number of Facebook customers is considered the average, the number of Email customers is 11% more valuable. Twitter has been 23% less valuable, during the last two years. Custora also found that over these two years, customers who come through search engines were more likely to be valuable; shopping more and spending more.

Custora came up to this observation with figures by analyzing data from 72 million customers shopping on 86 different retailer sites. They traced where customers were clicking from and what and how much they bought.

Aaron Goodman, Custora’s lead data scientist says, “I wouldn’t necessarily say Twitter is inherently a bad way to do (online marketing), but we haven’t seen a lot of good Twitter strategies right now. Twitter marketing campaigns right now tend to rely on the chancy likelihood that someone will run across a deal when they dip into their feed. Even if they do see it, within seconds it disappears.

Despite the huge amount of spam, one may get, emails do have an edge over other media. Their staying power is more, without the certain limit of 140 characters.

According to Custora, the power of conversion, from clicks to purchases lies with the GoogleAds more, rather the Facebook or Twitter ads. The Facebook or Twitter ads don’t have to lead to immediate clicks to have an impact and they do have the staying ability to attract attention.

This phenomenon can, however, be attributed to the ten year headstart that Google and Gmail has, to turn clicks into purchases. The retailers, in this case, might just need to get back to the basics.

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