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BizReport : Email Marketing : December 04, 2013

Consumers rate email as most relevant and accurate of all channels

Despite the emergence of new digital channels such as social, recent research reveals that consumers still find the most value in email when making purchase decisions. Consumers want to receive marketing messages that are relevant, accurate and timely and, according to research from [x+1].

by Helen Leggatt

When consumers were asked to select which marketing channels were the most valuable for making purchasing decisions, email was selected by 25% of respondents and was seen as the most valuable. At the other end of the spectrum was SMS, which only 2% found even moderately valuable.

• Email 25%
• Web ads (display) 10%
• Personalized web experience 16%
• Facebook/Twitter 9%
• Mobile apps 5%
• Video 6%
• Mobile ads 6%
• SMS 2%

The research also compared what marketers and consumers rate as the most valued channels and both sides agreed that email and a personalized web experience provide the most value. Differences were evident in the third most-valued channel for which consumers chose web ads (display) and marketers chose social (Facebook/Twitter).

However, consumers feel that email is more relevant (32%) and accurate (30%) than all other channels. Furthermore, 15% say that web ads (display) are relevant and 11% fell they are accurate. In regards to Facebook/Twitter, only 12% of consumers feel these ads are relevant and just 11% say they are accurate.

"We've seen that consumer expectations and marketer assumptions are not in harmony," concludes [x+1]'s report, "The Marketers Playbook Research Paper" (.pdf). "Marketers should try to apply the learning from this report and align their marketing strategies with their customers' expectations by integrating all their channel efforts into a holistic, data-informed strategy."

Image via Shutterstock

Tags: display advertising, email marketing, email trends, marketing survey, social

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