New survey could influence email marketing bosses

The results of as new survey conducted by Juniper Research on behalf of Bazaarvoice and richrelevance may make interesting reading for email marketing executives.

According to the study, the majority of online shoppers can be convinced to buy items by reading the opinions of other consumers.

It found that 61 per cent of those reluctant to make internet purchases can be positively influenced by online shopping resources.

Brett Hurt, founder and chief executive officer (CEO) of Bazaarvoice, said: "As consumers head to the web to research online and offline purchases, companies have a tremendous opportunity to provide them with the authentic user-generated content."

This information is proven to increase satisfaction, build confidence and drive sales, he added.

David Selinger, CEO of richrelevance, issued further advice to email marketing bosses and other advertising employees, saying retailers must focus on ensuring each consumer gets the "most relevant assortment of products" to pique their interests.

Earlier this week, UTalkMarketing reported research from G2 Data Dynamics, which revealed 57 per cent of consumers regard email marketing as their preferred communication channel.

Written by Tim Dunton