As marketers look for new and creative ways to reach customers, a new report from Forrester assures marketers that email is still effective.
Though email campaign click-through rates are the same as in 2003, email recipients are spending more, Reuters writes, citing Forrester data. Consumers who buy products advertised via email spend 138 percent more than typical non-readers, and over 50 percent of consumers who open and read email marketing messages are likely to purchase other items on impulse.
The report, titled "E-Mail Marketing Comes of Age," also found that three in five customers who forward email ads to friends are women and younger shoppers age 18-34 account for one-third of all consumers who maintain a separate email address for promotions.
