New Research Finds Email Has Driven More Than Two Thirds Of Online Brazilians To Purchase

A new study released today by global interactive marketing provider  ExactTarget (NYSE:ET) found that nearly two thirds of online Brazilian consumers have made a purchase after receiving an email marketing message.

Featured in ExactTarget’s  Digital Carnival research report, the survey of more than 1,400 Brazilian consumers is the latest in its  Subscribers Fans and Followers research series to explore consumer behavior across email, Twitter and Facebook.

With only 42 percent of all Brazilians online, the study found growing strength across interactive channels. Key findings of the study include:
  • Email
    • 91 percent of online Brazilian consumers subscribe to at least one email marketing program
    • 68 percent have made a purchase after receiving an email marketing message
    • 53 percent are more likely to buy from a company after subscribing to its email marketing
  • Facebook
    • 77 percent of online Brazilian consumers interact with brands on Facebook
    • 42 percent of consumers on Facebook (ages 25-44) have made a purchase after receiving a marketing message on Facebook
    • 41 percent use Facebook for work purposes
  • Twitter
    • 26 percent of online Brazilian consumers interact with brands on Twitter
    • 58 percent of Twitter users always read posts from their favorite companies
    • 53 percent are more likely to recommend a company to a friend after following them on Twitter

“Brazilian consumers’ social media adoption is among the highest we’ve seen,” said Tim Kopp, ExactTarget’s chief marketing officer. “With high engagement on social media and email driving a high volume of purchases, marketers have tremendous opportunity in Brazil to create interactive marketing experiences that reward consumers with relevant content across email, Twitter and Facebook.”

To download ExactTarget’s  Digital Carnival research report, click  here.

The debut of ExactTarget’s Brazilian research follows the launch of ExactTarget studies in the U.S., U.K. and Australia that featured exclusive insight into consumers’ online preferences and motivations for interacting with brands on email, Facebook and Twitter.

Key comparisons between ExactTarget’s studies include:
  • 42 percent of Brazilian consumers are online, compared to 83 percent in the U.S., 82 percent in the U.K. and 79 percent in Australia
  • 46 percent of online Brazilian consumers check email first thing in the morning, compared to 58 percent in the U.S.
  • 53 percent of Brazilian consumers are more likely to buy from a company after subscribing to receive their emails, compared to 21 percent in the U.K.
  • 89 percent of active Brazilian Facebook users have liked a company on Facebook compared to 55 percent in Australia

The launch of  Digital Carnival follows the launch of ExactTarget’s next generation mobile marketing application –  MobileConnect. Available as a standalone application or fully integrated into the  ExactTarget Interactive Marketing Hub, MobileConnect provides a cloud-based application to power SMS alerts and mobile marketing messages worldwide. MobileConnect features intuitive message templates, easy-to-use reporting, advanced enterprise management of short/long codes and keywords and cross-channel integration with campaigns across email, social media and the web.

About ExactTarget

ExactTarget is a leading global provider of email marketing and cross-channel interactive marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media and websites. ExactTarget’s powerful suite of integrated applications enable marketers to plan, automate, deliver and optimize data-driven interactive marketing and real-time communications to drive customer engagement, increase sales and improve return on marketing investment. Headquartered in Indianapolis, Indiana with offices across North America and in Europe, South America and Australia, ExactTarget trades on the New York Stock Exchange under the ticker symbol “ET.” For more information, visit  www.ExactTarget.com .

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