Email Smashes Social Again

azure-2

The figures are in, and email is again bucking the trend. According to Adobe, it greatly increased its share of directing and influencing Cyber Monday sales while the two channels that ranked above it — search and direct traffic — dipped.

In fact, the role of email in driving sales was up nearly a third compared to last year, while search and direct traffic each saw a dip of around 5% in their contribution to Cyber Monday sales. So that meant that very nearly one in five items sold over Cyber Monday were driven by email, while roughly a third and a quarter of all sales were driving by search and direct traffic. This puts mail in third place, as it was on Black Friday, but the key point is that the two channels above it are starting to weaken. It’s also arguable that email plays a large role in keeping brands fresh in the minds of consumers and so could well play an important role in driving direct traffic.

Social media, interestingly, doesn’t get given a percentage of sales. When Adobe did grade the channel alongside email for Black Friday sales, the comparison was pretty embarrassing for the channel beloved by the “social ninja” and “guru.” It delivered just under 1% of sales compared to email’s near 18%.

Read the full article on MediaPost here.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s