E-mail Marketing and Consumer Habits

An interesting new study at InformationWeek.com has found that almost 40% of consumers look to Facebook and Twitter to complement the information that they get from companies through e-mail marketing. The study was conducted by ExactTarget, who explain that , “Consumers don’t silo their engagement with brands to a single channel, instead they tend to layer marketing channels on top of one another to meet their different objectives.” Morgan Stewart, principal, ExactTarget’s research and education group, continues by saying that “The things that motivate consumers to go online initially dictate where and how they choose to engage with brands — whether that be e-mail, Facebook, or Twitter.”

The study offers an interesting look at consumers and how they respond to internet marketing and other social media.  It’s certainly worth looking at for anyone from the novice social media person to the experienced viral marketer such as Brad Powers.