Customer acquisitions gained via email marketing has quadrupled since 2009, with email delivering more customers than Facebook or Twitter, but less than search, according to a new US-based study. The report, from marketing software provider Custora, found that email accounted for only .88 percent of online customers acquired in 2009, but that number grew to […]
Customer acquisitions gained via email marketing has quadrupled since 2009, with email delivering more customers than Facebook or Twitter, but less than search, according to a new US-based study.
The report, from marketing software provider Custora, found that email accounted for only .88 percent of online customers acquired in 2009, but that number grew to 6.84 percent by Q2 2013.
Facebook and Twitter’s combined customer acquisitions have accounted for less than one percent this year.
By far the most popular way to get customers was “organic search,” according to the report, followed by “cost per click” ads (in both cases, read: Google).
Organic search accounted for more than 15% of online customer acquisitions this year.
Methodology
Custora analyzed 72 million customers shopping on 86 different retailer websites across 14 different industries. Tracking the path customers took to get to the retailwebsites (email, social networks, Google, PPC, etc.), Custora evaluated what and how much a customer bought from the first click to purchases made two years later.
Based on the amount of money spent and shopping frequency, customers acquired via email were 11 percent more valuable than the average customer, while customers acquired via Facebook ranked as average. Twitter customers were 23 percent less valuable than average.
Ranking 50 percent more valuable than the average customer, organic search customers spent more money and shopped more frequently than customers gained via any other online channel.
Read the full Custora report here
