Report: Consumers prefer to reach brands via email

Ninety-eight percent of customers have purchased an item as a result of email marketing, a survey says. You might want to start beefing up your email strategy.

Consumers like email, and if you want to connect with them, it better be part of your integrated marketing strategy.

I recently read ExactTarget’s “Marketers are from Mars” report, which surveyed 400 marketers and 1,200 consumers about their preferences when it comes to communicating and/or engaging with brands. The results are interesting.

We marketers like the Internet. We are married to our devices and social networks, and use those channels daily. The problem with marketers, however, is that we need to quit thinking about what we like and do, and focus on what our customers and prospects want and need. It is not about us..

I love email. My family teases me because I constantly lecture them that it’s really important to communicate with people on their channels of choice. That’s even more true today in our fragmented world comprised of more channels than most of us can keep up with.

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