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Social Communication and Email

Posted on 8.03.2008
JupiterResearch has found that rising popularity of social networking sites and other forms of communication including text messaging and cell phone use are beginning to impact the effectiveness of e-mail marketing, particularly the numbers of consumers that say promotional messages inspired purchases.

The report (The Social and Portable Inbox: Optimizing E-mail Marketing in the New Era of Communication Tools) indicated that emerging forms of communication are leading to diminished use of e-mail. Twenty-two percent of e-mail users said they use social networking sites instead of e-mail, with scores more indicating they have used instant messaging (IM), text messaging, and cell phones instead of e-mail.

In 2007, 51 percent of e-mail users said e-mail inspired at least one online purchase, and 47 percent said the same for off-line purchases. However, in 2008, the share of e-mail users fell to 44 percent for online purchases and 41 percent for off-line purchases.

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