Studie: Kostenlose Lieferung als Responseverstärker
20. Dezember 2006, 18:47 Uhr
User reagieren besonders gut auf E-Mails, wenn ein kostenloser Versand angeboten wird. Das zumindest geht aus einer neuen Studie hervor, die das Online-Marketing Unternehmen eROI Inc. unter US-Internetsurfern durchgeführt hat.
Online is the place to go for a bargain because its easier to comparison shop, but the price of shipping can negate the cost of the savings, said Jeff Mills, analyst at eROI, Portland, OR. And so many retailers offer it, that consumers expect it.
In fact, the survey shows that the majority of respondents prefer free shipping over discounts.
The study found that a discount by itself is not necessarily the most important thing in an e-mail. Also, more than one-third of those surveyed felt that if they cannot quickly see what an e-mail is about, they will delete before even getting to the offer.
DMNews: Free shipping gets e-mails opened: eROI
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