最近在一片SNS的欢呼声中，社交媒体在电子商务的沃土上蓬勃发展，其传播力已成为零售商的新宠儿和新营销渠道，下文对美国网民订阅电子邮件情况进行调研分析，2011年2月调查发现，美国成年网民平均订阅3份购物邮件资讯周刊或日刊，约56%网民至少订阅2份电子邮件。订阅者还说他们定期阅读电子邮件。在至少订阅2份的用户中，61%的人表示会阅读所有的信息，并且大多数每天至少使用一次电子邮箱。由此看来，传统EDM营销模式（Email Direct Marketing）并没有被社交媒体模式所替代，仍是一种良好的营销模式。虽然EDM营销的传播性不如社交媒体，但其具有精准直效的用户目标群体，便于追踪分析，这些数据值得关注。

Subscribers Eager to Open Daily Deal Emails

Most read deal emails and newsletters every day

The hype around daily deal websites and mailings, and the rush of established online companies like Google and Facebook to get into the space, has some industry watchers wondering whether consumers will quickly tire of the offers. Research from Yahoo! Mail and Ipsos OTX MediaCT suggests that’s not happening yet.

The February 2011 survey found that US adult internet users subscribe to an average of almost three daily or weekly shopping emails or newsletters, and 56% of internet users subscribe to at least two of the emails.

Most recipients of daily deal emails also pass along the messages to friends and family, though with less frequency. Less than a quarter passed messages along every day, and 45% did so at least weekly.

More than six in 10 respondents reported subscribing to more of these emails now than last year, and nearly half were still excited enough about them that they said they “can’t wait” to see the latest deals in the messages.

The survey also found that for most consumers, daily deal emails are appearing in their main inbox. Just 27% of internet users said they had a separate email account for such offers, further reinforcing the perception among subscribers that these emails are desirable and relevant.

In March, BIA/Kelsey predicted US daily deal site revenues would reach $1.25 billion this year.

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Check out today’s other article, “Digital Radio Gains Ad Dollars as Usage Increases.”