Euro Shoppers Prefer Email, But Reject Irrelevant Messaging, Study Finds

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: 

  • Email — 32% 
  • Social media — 14% 
  • Website — 17% 
  • Mobile text, SMS, App — 13%
  • WhatsApp — 85%
  • Phone call — 6%
  • Direct mail — 5%

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: 

  • Promotional offers and coupons — 29% 
  • Upcoming sales or campaigns — 22% 
  • New merchandise, products, or services — 19% 
  • Company updates and news — 13%
  • New content, newsletters, resources, or media — 9% 
  • Information about social justice, charity work, or eco-sustainability — 7% 

In addition, Euro consumers desire limited messaging frequency: 

  • Daily — 18%
  • Weekly — 41%
  • Monthly — 24%
  • Quarterly — 4%
  • Frequency doesn’t matter as long as the information is relevant to me — 12%

Females aged 54 and above would like to receive daily messages.  

Here are the types of personalization consumers expect:

  • Based on my previous purchase history — 25%
  • Based on my interests — 22%
  • Recognize my name — 18%
  • Based on my preferences — 12%
  • Based on the products I engage with — 11%
  • Based on my location — 11%

The study also lists these general findings:

  • 38% have shifted to online shopping in the light of COVID-19.
  • 36% would embrace a mix of online and in-person shopping once life goes back to pre-COVID. 
  • 32% expect order confirmation, shipping notice and delivery confirmation. 

MoEngaged surveyed 500 consumers, 250 each from the United Kingdom and Germany. 

 

 

 

 

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