Custora’s “E-Commerce Customer Acquisition Snapshot” reports that the email channel grew from 0.88% of customers acquired in 2009 to 6.84% in 2013.
Between 2011 and 2012, the acquisition numbers doubled from 2.64% to 5.34%, according to the report. Email is "trickier" than direct mail when it comes to customer engagement: the customer must open the email and then another mechanism (the website) must lead them to purchase. The addition of mobile device consumption of email has also affected conversion rates. But the report indicates open rates continue to "exceed 35%."
Why Email Marketing’s Significant Growth Continues by Daniela Forte