News, Information & Interesting Tidbits
Most consumers continue to prefer communications by email. e-Marketer, a company specializing in digital marketing research, says that “despite the hype of viral coupons testing retailers’ agility, studies suggest email is still the more effective promotional channel.”
We’ve all heard dramatic success stories about promotional messages, discounts, coupons and special offers on social channels. But in a recent survey of shoppers in North Carolina, Illinois, Ohio and Kansas, nearly four in 10 told commerce solutions provider CrossView that they preferred to receive promotional messages from retailers by email. “It was the most popular communications channel, with direct mail drawing about a quarter of respondents and text messaging coming in third with 18%. Just 9% of shoppers were interested in promotional messages on social media.”
Social media is a rapidly expanding and increasingly important communications channel. However, we need to remember that for many marketing and advertising objectives, email still delivers well-crafted and creative messages efficiently and effectively. Something to consider as you look to develop your 2011 marketing plan. For more information, check out www.emarketer.com.