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Know Thy Customer: E-mail Communication Preferences in Focus

Posted on 9.24.2009

You might know where your customers are located and what they are interested in, maybe even what other sites they vist frequently, but do you know what marketing channels those customers prefer? If not, you're apparently not alone. 

Data from a joint study by ExactTarget and Forrester revealed that while more than 85 percent of all marketers are executing multichannel campaigns, less than half know what channels their customers prefer. The study also found the key to selecting the best channels for customer communication is to know something about customer preference and behaviors; however, only 32 percent of the marketers surveyed know how customers behave across channels and only 37 percent know what channels their customers prefer to use. 

Additional highlights from the Customer Knowledge is Marketer Power include:
- 80 percent of marketers surveyed claim customer preference is a key factor but only 12 percent ask customers their preferred frequency for email messages.
- 47 percent of marketers surveyed do not take any actions based on customer preferences.
- 27 percent of marketers surveyed measure whether efforts in one channel boost results in another.

The study was one of two research pieces released today as part of ExactTaget's Marketing Preferences Research Bundle.

“The bottom line is that in an industry where new digital communications make it easier to send a variety of messages, it’s imperative that marketers not only send the right message, to the right person, at the right time, but that they use the right channel as well,” said Morgan Stewart, ExactTarget’s director of research and strategy. “The ExactTarget Marketing Preferences Research Bundle provides marketers a complete library of research to improve their multichannel marketing effectiveness.”



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