More than half of American consumers (55%) have purchased a product as the result of an email they had received in the past year, according to the U.S. Consumer Trends Index 2023 study from Marigold and Econsultancy. That’s 8% higher than the rest of the world’s consumers, and much higher than the 23% of Americans who’ve made a purchase directly from a banner ad. “Email is not only the most effective channel overall,” the study says, “but as brands own their database it’s also comfortably the most cost-effective, too.”