Online consumers prefer email for both personal written communications and permission-based marketing messages, according to Exact Target. Although consumers age 15 and older consistently cite email as their preferred channel for receiving marketing communications, there are significant differences by age when it comes to personal communications.
Among consumers 15-34, text messaging is preferred over email for personal communications.
Two thirds of Americans age 15 and older have made at least one purchase as the result of receiving a marketing email, and almost as many have purchased after receiving a piece of direct mail. People ages 45-54 are the most likely to make purchases motivated by marketing emails (71%), and those age 65 or older are most likely to buy because of direct mail (85%). Teenagers (ages 15-17) are more likely than their elders to make purchases after receiving marketing messages on Facebook (32%) or via text messaging (27%).
Although social media is rapidly becoming mainstream, consumers are still more likely to use email for sharing information with people they know. There are significant differences by age, but even among teens, email and Facebook are nearly even (47% vs. 54%).
Email is by far the preferred channel for making customer service inquiries (for general questions about product or service); 76% of consumers age 15 and older prefer it. The next most popular method is via paper mail (10%). Fewer than 5% prefer to use any form of social media for customer service inquiries (see related story on page 10).
Source: “The 2012 Channel Preference Survey,” Exact Target, Jeffrey Rohrs, VP Marketing Research & Education, 20 N. Meridian St., Indianapolis, IN 46201; 317-423-3928; jrohrs@exacttarget.com; www.exacttarget.com.
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