Web marketing agencies must understand how to send proper message, to the right person and at the right moment. But with the capacity to transmit messages with a variety of different channels, marketing agencies must know the answer to this very important question: What is the appropriate channel to deliver the message to my client ?
The majority of web marketing specialist perform multichannel campaigns, but less than half of them know what channel their clients prefer. What advice of their clients internet site can they give ?
- Only 32% of web marketing agencies know how their clients behave over the collection of communication channels.
- 80% of web marketing agencies consider that their client’s preference are key factors, but only 12% ask their client’s what preferred frequency for communicating messages.
There is, however, one place where email channel preference has declined significantly.
- 45% of online consumers prefer email marketing, down 21% since 2008.
- 36% prefer texting.
- 13% prefer social.
This shift would be worrisome to marketers were it not for the fact that consumers’ preference to receive permission-based marketing through email has actually increased 5% since 2008. A staggering 77% of consumers told us that they prefer to receive permission-based marketing communications through email.
Source: Exact Target