Myriad marketing efforts influence the buying behaviors of online shoppers. Emails have the most influence, from general mailings seen as influential among 44 percent of those who are part of the post-purchase communication flow. A recent Digital Commerce 360 survey reviewed buyer preferences and responses to different types of marketing communications. Saving shoppers money still resonates, driving them to open promotion-driven emails.
Open rates are one thing but buying is what really counts.”
Source: Digital Commerce 360, May 31, 2022. Link. While many marketing efforts can influence shoppers, smart strategies start with knowing your customers. One-size-fits-all never applies. Remember to think long-term, as retaining customers is your best path to a strong lifetime value.
INSIGHTS: These survey results bode well for direct messages from clinics and pet services businesses. They also reveal some of the drivers for open and take action rates.