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BizReport : Email Marketing : October 29, 2009

smartFOCUS: Email most popular marketing channel

Multi-channel marketing software provider, smartFOCUS, has released research findings that show email to be the most popular marketing communication channel among U.S. consumers.

by Helen Leggatt

smartfocus logo.jpgAccording to the company's findings, 62% of consumers view email as their preferred channel via which to receive marketing messages. Email far outranked direct mail (23%) and social media (13%) in popularity.

Another boon for email marketing is that the channel is a great driver of sales. Three-quarters of respondents to smartFOCUS's survey said they had made a purchase as a direct result of an email they had received from a retailer.

Clothing and accessories were the most common items purchased as a result of email marketing (82%) followed by restaurant/coffee shop purchases (49%), groceries (40%) and personal electronics (38%).

Despite email marketing's popularity among consumers, smartFOCUS's Curt Bloom points out that social media, although currently low down in the rankings, was a channel businesses should not rule out.

"In our survey, quite predictably, the age ranges that said they preferred contact via social media platforms were the 18-25-year-olds," said Bloom. "With platforms such as Facebook reaching 300 million active users, we continue to see that businesses and retailers who ignore the potential of social media do so at their own peril."

If you really want to upset consumers, resort to telemarketing. Eighty-percent of respondents showed their dislike by putting it bottom of their list.

Tags: e-commerce, email, email marketing, marketing channels, marketing communications, social media

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