Overall, 66% of consumers stated they conducted further research on a brand and their products, and
57% stated they make a recommendation to a friend based on their e-mail inspired purchase. E-mail is
the consumer’s digital fingerprint, giving them a connection to online social networking activity. Overall, 42% of respondents across borders stated that e-mail was the primary driver to their social networking usage. Roughly half of consumers have clearly indicated that they are willing to act as brand advocates in order to connect e-mail content to social networks. Marketers must embrace e-mail to social networking connections and those that avoid such a tactic do so at their own peril.