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We hear a lot about social media these days, with multiple experts claiming to know how to use them to deliver amazing ROI. But recent studies suggest that an older tactic—email marketing—may be the best choice for reaching Brazilian consumers. Here’s why.
#1 Brazilians Are Very Open to Receiving Marketing Emails
A recent study from ExactTarget surveyed more than 1,400 Brazilians to measure their response to email, Twitter and Facebook. The survey revealed that 91% of Brazilians who are online have registered to receive email marketing messages from at least one source. In addition, 68% of Brazilians said they made a purchase as a result of an email marketing message and 53% say they are more likely to buy from a company after receiving an email marketing message. However, only 42% have made a purchase after receiving a social media marketing message through Facebook.
What may further validate these results is that Netshoes recently reported that it has increased the volume of opens of its email marketing messages by 70% in the past year.
#2 Email Marketing Has a High Rate of Conversion among Brazilians
A study from Experian Marketing services showed that email marketing has the highest rate of conversion for e-commerce companies in Brazil, 2.53%. Search marketing yields 2% conversion while social media marketing has half the rate of email marketing, with a little over 1%. Another study from the firm Monetate found even more impressive results: 4% conversion rate from email marketing, compared to .59% from social media and 2.49% from search marketing.
#3 Mobile Opens of E-Mail Marketing Has Increased Significantly
A recent study from Spli showed that the number of Brazilians that open email marketing messages using mobile devices went up by 44% between September 2011 and June 2012. The study looked at responses from consumers not only in Brazil, but also in France, Italy, Spain and China. The open rate for Brazilians receiving email marketing messages on their mobile devices was 7%, and only consumers from Spain had a higher open rate (17%). Despite the dominance of Android in the Brazilian mobile market, mobile users with the iOS system—either iPhone or iPad, proved to account for most of the opens, with 47% and 30%, respectively. Brazilian mobile users with the Android operating system accounted for only 21% of the opens.
To explore how we can help you reach Brazil’s consumers, please contact us.
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