[eMarketer] Do email newsletter ads influence shoppers’ buying decisions?

As companies and brands compete to outwit each other in catching consumers’ attention, there has been a flurry of marketing campaigns key among them the email newsletter ads.

Consumers have had to contend with endless flow of email ads in their inboxes with companies hoping that they will influence their shopping decisions. But do they?

According to a survey by eMarketer up to 44 per cent of US adults feel that the torrents of email ads filling their inboxes have no impact in influencing them about what to buy, ,where and when. In fact only 12 per cent of those interviewed said the email ads had any influence in their shopping decisions.