Like every year, the SNCD, in collaboration with one of its members (this year 1000mercis), publishes its report on the use of email in B2C (B2B will follow in a few weeks). The complete study is only available to SNCD members, but an infographic is still available to everyone, you will find it below.
On the menu of this edition, nothing really new. Mobility remains the number one concern and all the related uses continue to evolve. Two figures particularly caught my attention:
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- 23% of consumers have already made a purchase on a website "after" unsubscribing from the email program of the merchant in question. This confirms that engagement with an emailing program is not the same as engagement with a brand.
- 28% of the consumers surveyed have already visited a physical point of sale after receiving an email. This is also an indication that email is not a direct sales channel, but that it can be an important lever for more traditional sales channels (we'll also think of the call center). That's not going to simplify sales attribution in the future 😉
The infographic
About the SNCD The Syndicat National de la Communication Directe is an association of direct marketing and customer relationship experts. The association has a role of defense of the actors of this industry and defines the framework and the uses of these trades. Today, the SNCD has 145 members including marketing service providers, brokers and file owners, CRM and emailing specialists, consulting agencies, integrators, etc.
