Here is some input for brands seeking to do business in Europe. European consumers demand personalization. And their favorite channel is email, according to a study by customer engagement platform MoEngage.
Consumers prefer to use these communication channels for engagement with a brand:
There are exceptions. For one, C-suite males in Germany like communications via websites. But male board members in Germany prefer email, as do 37% of UK shoppers overall.
Meanwhile, 28% of European consumers are put off by irrelevant content or products, and 27% by inconsistent messaging across channels.
German women in the Gen Z age group are particularly annoyed by inconsistent messaging — 49% say so. In contrast, only 22% of women age 54 and up cite that as an issue.
But 25% of those in that cohort are irritated when brands fail to remember preferences based on previous purchase history, as are 35% of those aged 35-44.
In general, consumers prefer these kinds of messages:
In addition, Euro consumers desire limited messaging frequency:
Females aged 54 and above would like to receive daily messages.
Here are the types of personalization consumers expect:
The study also lists these general findings:
MoEngaged surveyed 500 consumers, 250 each from the United Kingdom and Germany.