• by Ray Schultz , March 9, 2022

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.