Listrak Study Finds that Email Marketing Drives Online Purchasing

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Almost half of US adults have made purchases in the past six months due to emails received from online retailers.

With consumers increasingly shopping online, it’s no surprise that global eCommerce revenues are expected to grow to more than $1.25 trillion by 2013. A recent study commissioned by Listrak, and conducted by Harris Interactive confirmed that email marketing remains one of the best ways to communicate with and convert online shoppers. The study also concluded that more than two in five (41%) U.S. adults have made a purchase in the past 6 months as a result of receiving an email from a retailer.

“With the holiday season just around the corner, it is important for retailers to understand their customers and how best to communicate and interact with them,” said Ross Kramer, CEO of Listrak. “In a previous study that we conducted at Listrak, we found that on average 80 percent of consumers buying from our eCommerce clients only made a purchase once. That is a huge missed opportunity for online retailers. Sending targeted emails to consumers is essential if retailers want to turn one-time purchasers into loyal customers.”

Other key findings from the study include:

  • Email continues to be one of the best mediums to communicate with consumers: 97 percent of Americans receive emails from retailers, and more than eight in ten (83%) of U.S. adults who receive emails from retailers open them.
  • Targeted subject lines are the key to driving email open rates: U.S. adults are more likely to open an email that is targeted to them specifically, than generic emails. For instance, more than half (53%) of U.S. adults who open emails from retailers indicate that they open emails with subject lines showcasing a special offer; and almost half indicate they would open an email indicating it contained an order confirmation (47%).
  • Men purchasing thanks to an email are not the younger, tech savvy consumers: Men ages 55+ are more likely than men age 18-54 (38% vs. 26%) to have personally made a purchase due to an email from a retailer within the past 6 months.
  • Women remain the purchase decision-makers: Women aged 18+ are more likely than men in that same age range to have made a purchase due to an email from a retailer in the past six months (35% vs. 30%)

Survey Methodology: This survey was conducted online within the United States by Harris Interactive on behalf of Listrak from June 20-22, 2012 among 2,214 adults ages 18+. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact April Hoelscher at ahoelscher(at)listrak(dot)com.

About Listrak
Listrak is an email marketing solutions provider that works with online retailers to drive revenue growth, profitability and increase the lifetime value of customers. Founded in 1999, the company's solution suite boasts analytics technology that enhances campaign performance, shopping cart abandonment solutions that help recoup lost revenue, post purchase solutions to increase lifetime value, seamless integration across multiple platforms as well as email, mobile, sweepstakes and more. Listrak has more than a decade of email marketing experience and works with leading U.S. online retailers including Waterford, Lush, Swell, and La-Z-Boy. For more information please visit

About Harris Interactive
Harris Interactive is one of the world's leading custom and syndicated market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll® and for pioneering innovative research methodologies, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research. Harris possesses expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Additionally, Harris has a portfolio of syndicated offerings that complement our custom solutions while maximizing our client’s research investment. Serving clients in more than 215 countries and territories through our North American and European offices and a network of global partners, Harris specializes in delivering research solutions that help us - and our clients - stay ahead of what's next. For more information, please visit

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April Hoelscher
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