Though Multi-Channel Users, Consumers Still Prefer Email Marketing

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

With regard to Twitter:

  • Among those actively using Twitter, 58% of marketers and 46% of consumers follow brands to receive advanced notice about new products
  • 61% of marketers Follow at least one brand on Twitter
  • 12% of consumers Follow a brand on Twitter, a 7% increase since 2010

To download the complimentary research from Exact Target, pleasevisit here.


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