The Email Research Center

As promised earlier this week, I have compiled data showing the influence different channels have on driving purchases. I have only included data for teens and young adults. Moreover, this chart only takes age into account, while the recent white paper provides insights on personas that are more tightly defined specifically to drive insights for email marketing, SMS marketing, and direct marketing strategy at large.



One other point, there have been several questions about the comparisons of email marketing versus social network marketing highlighted in our research. Clearly, each channel plays a distinct role in the marketing mix. The main point regarding Social Networks is that they do not drive consumer to make purchase decisions. They may influence purchase decisions through branding, customer service, etc. But, as a direct marketing vehicle, Social Networks simply aren't the right vehicle to drive purchase decisions.