Email Marketing Is Strong in Brazil

The Digital CarnivalExactTarget (NYSE:ET) found that nearly two thirds of online Brazilian consumers have made a purchase after receiving an email marketing message. The information is extremely useful for companies targeting this market, and Latin America in general, as customer behaviors in the area are usually similar.

The information is available in ExactTarget’s latest Subscribers Fans and Followers research series report, The Digital Carnival, which surveyed more than 1,400 Brazilian consumers.

The study found that:

  • 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 statistics are as encouraging, with 77 percent of users actually interacting with brands, 42 percent of consumers on Facebook (ages 25-44) making a purchase after receiving a message on Facebook. However, Twitter is less successful, with only 26% of online Brazilian consumers interacting with brands on Twitter.

According to Tim Kopp, ExactTarget’s CMO, Brazilian consumers’ social media adoption is among the highest in the world.

“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,” he said.

ExactTarget’s Brazilian research also provides insights in how this market compares to the US and other countries. For example, 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; and 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. There’s more interesting data in the official report.

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