Consumers Prefer This Method of Brand Contact
While it may seem that consumers want to connect with brands on social media, through chat bots or mobile apps, the truth of the matter is that a majority still actually just prefer email.
Sixty-one percent of consumers, according to a recent Adobe Campaign survey, report preferring to receive offers via email as opposed to other communication methods.
Perhaps most interesting is that this figure represents an incredible 24 percent increase over the prior year suggesting that despite all the attention paid to some of these channels, consumers are prioritizing email.
What the Adobe survey makes abundantly clear is that small businesses need to deliver email marketing campaigns that provide consumers the type of promotional email they actually want. Increasingly, and as you may already know, that means brands should send emails that are personalized, informative, mobile optimized and spaced appropriately in terms of delivery timing.
"Consumers are telling us exactly what they want, so it’s up to brands to build the infrastructure and dedicate the creative resources that can hold up our end of this email relationship," wrote Kristin Naragon, Director of Email Solutions at Adobe Campaign.
"We know people are keeping their eyes on their inboxes, even at dinner or the gym or walking down the street. This is the perfect opportunity for brands to delight them by sending exactly what they asked us for."