Study Finds Australian Shoppers Prefer Email For Promotions, Text For Delivery Notices

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% 

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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.  

 

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