
Australian consumers widely prefer email as the channel for
promotional messages. But they would rather get notifications via text or phone, according to The Future Of Cross-Channel Marketing, a study by DotDigital.
The
respondents say these marketing channels help them make purchasing decisions:
- Email — 69%
- Social —
59%
- SMS — 45%
- Messaging apps like Whatsapp or Facebook Messenger — 41%
- Live chat
— 35%
Here are their preferred methods for receiving online shopping delivery updates:
- Text messages (SMS) —
38%
- Phone call before delivery — 38%
- Email — 14%
- Live tracker on app —
9%
- Track delivery through account on retailer file — 1%
Australian consumers are quick to unsubscribe from emails, opting out for
these reasons:
- Too many — 70%
- Content is repetitive—52%
- No longer interested in
making purchases from the retailer — 51%
- Lack of relevant content — 42%
- Did not subscribe to the marketing communications
— 28%
- No promotions — 28%
Power Retail surveyed 5,000 Australian shoppers in August 2021.