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Email Crowned King of B2C Communication Per New Report

Posted on 8.30.2014

Email has been a mainstay in marketing campaigns for years now.

With the relatively new adoption of text message marketing and in-store beacons email has quietly sat back and allowed the newcomers to bask in the spotlight. However, even with more consumer attention being placed on the newcomers, email has remained a powerful channel for marketers to leverage and if the findings of a new report are any indication, email will not be slowing down any time soon.

BlueHornet Networks, an email marketing provider, has announced the release of its 2014 Consumer Views of Email Marketing report. The report is based off findings from a survey of 1,000 consumers.

Among the most interesting of findings in the report was 87 percent of consumers stated they will either delete or unsubscribe from an email list if mobile messages do not display properly. Mobile email display has been a large point of emphasis for many marketing companies and this report further stresses the need to make emails aesthetically pleasing on mobile devices.

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Perhaps the most important finding for marketers was that 70 percent of consumers said they would rather communicate with brands via email instead of direct mail or text messages. 

“This survey is loaded with personal consumer responses that help paint a more complete picture of individual relationships between consumers and the brands that email them,” said Mike Biwer, vice president and general manager for BlueHornet.

“The data includes insights that digital marketers can use to create programs that build and sustain relationships with consumers. It also reinforces that consumers prefer brands reach out to them via email more than any other mode of communication.”

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