eMarketer reports that a recent study found almost 60 percent of US adults would purchase a product from an email making a suggestion based on the buyer's purchase history. Less than 23 percent said a newly launched product would prompt a purchase from an email. This suggests that "relevancy trumps newness when persuading US consumers to purchase something from a marketing email," according to eMarketer. Another study indicated that email marketing has a tough challenge, however: It found that 45 percent of US consumers had taken no action upon receiving a promotional email. Just 20 percent of respondents said they visited the marketer's website and only 12 percent said they made a purchase as a result of the email.
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