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Email ‘is consumers’ favoured marketing channel
Source: Direct Marketing Association, 13 Jan 2010
The 2009 Marketing-GAP Study shows marketers are out of touch with what consumers are happy to receive.
Consumers prefer to receive direct marketing messages via email rather than other channels, although direct mail is not far behind, new research has found.
According to the 2009 Marketing-GAP Study, conducted by fast.MAP and the Direct Marketing Association (DMA), 51 per cent of panel members surveyed said they would be happy to get marketing emails from firms they know.
A panel of 3,000 marketers, however, claimed that just 28 per cent of consumers would welcome such correspondence.
Direct mail was the second most-popular channel, with 38 per cent of people open to receiving items of this sort, which is higher than the 30 per cent executives predicted.
Robert Keitch, chief of Membership and Brand for the DMA, said the report shows that despite marketers having ever-more sophisticated tools at their disposal to measure consumer attitudes, few are using them effectively.
“Consumers are largely receptive to direct marketing, but only under the right circumstances. If marketing is going to be a key revenue driver for companies and pull them out of the recession, then marketing practitioners must up their game to produce more effective direct marketing campaigns,“ he stated.
MarketingVox recently highlighted how valuable email marketing is to firms and said the savviest will adapt them for those who access their email accounts via smartphones and other devices.
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