Daily Delivery – Marketers and Consumers Embrace Email

Daily Delivery – Marketers and Consumers Embrace Email

Though Multi-Channel Users, Consumers Still Prefer Email Marketing

By Jack Loechner @MediaPost 1/29/12

According to the ExactTarget Marketers from Mars study, 33% of consumers want marketers to invest more in email, 24% want marketers to invest in the brand’s website, and 22% of consumers want marketers to invest in creating a better Facebook experience.

Jeff Rohrs, ExactTarget’s vice president of marketing, says “… consumers are moving from single channel interactions into multi-channel relationships… the study provides… insight into consumer expectations… to avoid the pitfalls of personal biases or becoming a ‘focus group of one’… “

Key findings of the research show that, with regard to Email:

  • 45% of marketers prefer to interact with brands on email compared to 36% of consumers with a smartphone, and 49% of consumers who do not own a smartphone
  • 93% of marketers and 49% of consumers have made a purchase as a direct result of an email marketing message
  • 93% of consumers subscribe to at least one brand’s email, remaining consistent compared to 2010

With regard to Facebook:

  • 21% of marketers prefer to interact with brands on Facebook compared to 31% of consumers with a smartphone and 26% of consumers who do not own a smartphone, making it the second most common place both marketers and consumers look to connect with brands online

  • 58% of consumers have “Liked” a brand on Facebook, a 20% increase since 2010

  • 41% of marketers report they have made a purchase as the result of a message they saw on Facebook, compared to 21% of consumers (continue @MediaPost)

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