Dive summary:

• A study by the firm Listrak finds that in the last six months 41% of Americans purchased something online because of an email from a retailer.
• Men over 55 years old are more likely to buy an item online because of a retailer’s email than a man between 18 and 54 years old.
• A woman is more likely to purchase an item online because of a retailer’s email than a male the same age as her.

From the article:

“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.”