Holiday Shopping Hits All Time High – Impact of Email

This holiday season online spending surged 15%, hitting an all time high estimated at $36.4 billion, according to MasterCard Advisors SpendingPulse.  

What influenced online sales?  ForeSee Results’ Top 40 Online Retailers studied the influence of social media, search engines and promotional email.   These are the results: 

Communication Method

% of Sales Influenced

Social Media 5%
Search Engines 8%
Promotional Email 19%

What?  Despite all the buzz, hype and spending, social media influenced only 5% of sales!  Promotional emails influenced almost 4 times more sales than social media. 

The ForeSee Results report also emphasized the importance of brand to consumers.  ForeSee Results found that highly satisfied customers are 60% more committed to the brand. 

branded inbox 

The intersection of brand and email promotion is eMail ID.

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