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Consumers Prefer Email Over Social For Brand Communication

Posted on 10.24.2016

When it comes to how consumers want to be contacted by brands, a majority it appears, actually prefer email.

Customer experience platform Bluecore has released a new report ("How Millennials Actually Want Brands to Engage with Them") and found that despite the assumption that most consumers favor brief interactions across social channels, more than two-thirds actually prefer brands to communicate with them via email.

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The overwhelming preference for email communications from brands was echoed across the Baby Boomer (73 percent), Generation X (71 percent), Millennial (62 percent) and Generation Z (65 percent) markets, according to the research. Furthermore, more than half of all the shoppers said smartphones are their primary devices for reading email.

“Email is not only alive and well, but it’s the preferred mode of communications between brands and their consumers,” said Jared Blank, Bluecore’s senior vice president of data analysis and insights. “This research shows that while there are many options for digital engagement today, retailers must focus on developing a meaningful and personal relationship with their very loyal opt-in email customers. There’s a wealth of data to be gathered and marketing information to be leveraged if email marketing is done right – and it’s more important than ever as email is ‘always on’ across a range of connected devices, being used both for online and in-store shopping.”

This may ultimately be less about the strength of the email channel and more about the weakness of social media. Bluecore's research also revealed that when consumers were asked which channels they check to learn about new products from brands, 36 percent say they don’t turn to any social channels at all.

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