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Email Marketing Most Popular Channel For Consumers

Most are fans of a company or brand

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The majority of marketers are using multichannel campaigns, but less than half know what channels their customers prefer, according to a new study by Forrester Consulting, sponsored by ExactTarget.

The study found the key to selecting the best channels for customer communication is to know something about customer preference and behaviors. Only 32 percent of marketers know how customers behave across channels and only 37 percent know what channels their customers prefer to use.

Change in Preferred Promotional Channel

The majority (92%) of online consumers have opted-in for email marketing, making it the most popular channel for permission-based promotional messages across every age group, according to ExactTarget’s "2009 Channel Preference Study."

Half of consumers consider unsolicited messages from companies whom they regularly do business with unacceptable, up from 26 percent in 2008.

When it comes to social media, seventy percent of consumers who visit Facebook at least once a month are a "fan" of at least one company/brand and they also say they have never given a company permission to send them information through a social network.
Marketers should use social media to listen and engage with customers, not to market to them.

"The bottom line is that in an industry where new digital communications make it easier to send a variety of messages, it’s imperative that marketers not only send the right message, to the right person, at the right time, but that they use the right channel as well," said Morgan Stewart, ExactTarget’s director of research and strategy.
 

Email Marketing Most Popular Channel For Consumers
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  • http://www.middlesexchiropracticcenter.com Butler Chiropractic

    Interesting I use email newsletters, which many people actually want to read and optin to because it informs people about health and specifically their health. So I think that’s true email seems to be one of the highest.

  • http://www.Tribal-Sports-Wear.net T-Shirt and Hoodie Supplier

    Well duh!

    Since the beginning of the email revolution it’s been the most effective and targeted channel for marketers and the like. Why do you think spam is such a big issue? Because it works! Now imagine an opted-in list (Permission based) for your newsletters, sale promotions and stuff. This list of course, would be highly successful. We have also found that when given the option to opt-in to our Blank T-Shirts Newsletter, the majority of our members do opt-in.

  • http://www.goforth-andy.com Andy

    In my early marketing days, I bought a large email list and tried a one shot to all.
    never got one sale. Most disappointed.
    I now find it’s better to use Freebie and a squeeze page to build optins

    • Guest

      How long ago were your early marketing days? It’s amazing how ESP’s have advanced, even in the last year.
      Also, it depends on the actual list that you’re sending to… I could go on, but with the fear of this sounding like a hard sell, I’ll stop. Though it really is worth considering email marketing again.

      Loads of success stories on http://www.pure360.com/success_stories/innocent_drinks.html

    • Guest

      Perhaps if you had tried best-practices permission-based e-mail marketing instead of buying a list of e-mail addresses from a spammer and spamming them you would have done better.

      Best practices = Never buy a list. And if they give you the addresses when you rent a list, run far away. If they’ll give you the addresses, they’ll give anyone the addresses.

  • http://jaiganeshv.com Jaiganesh V

    I think its trend right now, e-mail marketing, and it might shape up differrently..
    new opportunity arises

  • http://www.acmicinteractive.com Kumar

    Its a very good information

  • http://www.trackermo.com Tracker Mo

    I wish the spam assassins and ISPs would read this.

    Maybe something would be done about the rampant filtering that goes on and they’d stop filtering out emails that I have ASKED for, not to mention emails from friends, business associates and relatives.

    I cannot count the amount of emails that have not been delivered; emails that included important information — such as information from my lawyer — that was never delivered.

    Email servers are under no obligation to deliver email and they take unfair advantage of that, filtering out emails based on a vast array of trigger words and phrases (some as simple as “no”) that make using email for anything serious a dicey prospect, at best.

    Mo

    • Stupidscript

      I’ve not run into an ISP that dumps spam directly into the bit bucket. I have only seen providers that (a) do not run anti-spam filtering or (b) do run anti-spam filtering, and dump messages identified as spam into a “Junk” or “Spam” folder for you to look through at your leisure. If you are on an ISP that simply deletes messages identified as spam, they are acting illegally (by messing with personal, private communications intended for you) and you should switch.

      On the other hand, I cannot count the number of clients who have called me to help them when “someone has sent me a message and it’s not getting delivered”, only to discover the message sitting in their Junk folder.

  • http://www.dreamfantasy.co.za Lollita

    How legal is e-mail marketing?