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When retailers send out emails to their mailing lists, they might hope to see a jump in online sales. But according to a study conducted by Lightspeed Research on behalf of email marketer e-Dialog, they should also be looking for a jump offline.

That's because the study found that nearly 60% of consumers who receive a marketing email are more likely to make an in-store purchase. The even better news: only a small number of consumers indicated that they'd be less likely to make an in-store purchase because of a marketing email.

According to the study, intent does often lead to sales. In China, a whopping 75% of respondents indicated that they had made an in-store or phone purchase after receiving a marketing email. In the US, just over half indicated that an email had driven an in-store or phone purchase. That number drops to a still-respectable 43% in the UK.

Interestingly, the interaction between the online world and the offline world isn't a one-way street. Lightspeed Research found that a third of respondents worldwide were willing to provide their email addresses to salespeople and clerks in a store.

These findings, of course, aren't really surprising. The fact that consumers are increasingly active across channels isn't news. But the key for retailers looking to maximize it to their benefit is making sure that there is integration and tracking across channels. When retailers know when and how their marketing emails are driving in-store sales, for instance, they can craft more effective campaigns, better segment their email lists and identify new marketing opportunities.

The good news is that with established techniques such as couponing and loyalty programs, linking what takes place online to sales that happen offline doesn't require rocket science. It simply requires will, some investment and the recognition that cross-channel commerce is the rule, not an exception.

Photo credit: Don Hankins via Flickr.

Patricio Robles

Published 2 July, 2010 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

2429 more posts from this author

Comments (9)

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Rob

Email marketing is not dead,yes its still alive thies days.i got huge benifit of email marketing for Brand promotion ,i think we should found some more ideas writing an email so that they can do better while promotions.

over 6 years ago

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Chris Reynolds

I always see a huge spike in direct to site traffic immediately after an email, it's way too consistent to be a coincidence. Though God knows why people would receive an email then navigate to a (non FS) website via the address bar. Any ideas welcome :-)

over 6 years ago

Neil Warren

Neil Warren, Publisher at 2N Media Ltd - ModernSelling.com

I think it's probably a matter of "trust" Chris - where many might have been infected, or taught that they could be infected, following a link.

over 6 years ago

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Chris Reynolds

@Neil - agreed that's the most likely explanation, though wouldn't expect to see it so dramatiacally for non-FS sites.

over 6 years ago

Neil Warren

Neil Warren, Publisher at 2N Media Ltd - ModernSelling.com

Yes I skipped around that bit, what's an "FS" or "non-FS" site? 

over 6 years ago

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Corporate photographer London

Email marketing - interesting figures on the returns for linking to purchases- I was going to use it to target new clients? Not sure the returns for this sort of emailing. Grant

over 6 years ago

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Custom Dresses

I was going to use it to target new clients? Not sure the returns for this sort of emailing. Grant

over 6 years ago

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Corporate Photographer in London

this is very interesting stuff, i've been using email marketing for the last two month and havn't seen much benefit - this article just proved what i though.

over 5 years ago

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Portrait Photographers

Just saw this post from a fellow photographer and wanted to add that email marketing only really works when you do have a good email list of customers that signed up to your company emails. Most customers just delete emails otherwise and will bring no return unfortunately. (not sure if the comment went through - but also worth adding that perhaps contacting your ex clients could also be a great idea)

almost 5 years ago

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