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BizReport : Email Marketing : June 01, 2015

Study: Email preferred connection for shoppers

When it comes to staying in touch with favorite businesses, Canadians prefer email. That is the takeaway from a new Constant Contact study. However, fewer than half of small businesses are making the most of their email strategy.

by Kristina Knight

Just a year after Canada's Anti-Spam Legislation (CASL) email continues to lead the way for consumers' connection preferences. According to new data out from Constant Contact about 68% of Canadians prefer to stay connected with brands via email while 12% report the telephone is their preferred connection and less than 10% prefer snail mail, in-person conversations or social media.

Most small businesses are using email (63%) but they are primarily doing so via a 'mailbox provider' like Gmail or Outlook rather than an email marketing service provider. Why does this matter? Mailbox providers don't give brands a way to maintain CASL standards.

"Canadian consumers are saying loud and clear that they want to stay in touch with businesses, and that they want to do so through email," said Lisa Kember, regional director for Canada East at Constant Contact. "This is major validation for the businesses that are already leveraging email marketing and a wake-up call for those that have yet to get started. When it comes down to it, email marketing is really the only channel where businesses own the relationship with their contacts. With email, unlike social, you are guaranteed to get your message directly in front of your audience--in their inbox."

Other interesting findings from the report include:

• 37% of SMBs aren't using email to connect with shoppers
• 84% of Canadians check email at least once daily
• On average, Candians spend an hour per day with email

As for what shoppers want from business emails - 71% want discounts/special offers while 38% want promotional information.

Image via Shutterstock

Tags: CASL, Constant Contact, email contact, email content, email marketing, email tips

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