Email remains the preferred channel of communication

Email is the preferred channel of communication for US consumers, followed by direct mail, social media and finally telemarketing.

These are the findings of a survey conducted last year by smartFOCUS, an international provider of multi-channel marketing software and services.

When asked to rank their preferred methods of receiving marketing messages from vendors, the majority of respondents (62%) said that email was their preferred channel of communication, followed by direct mail (23%), then social media (13%).

The least preferred way to be contacted was telemarketing, with 80% putting it at the bottom of their lists.

Email marketing is a purchasing trigger

The survey, conducted in October 2009, also showed that email communications frequently trigger purchases, with three-quarters (75%) of respondents indicating that they had bought products or services as a direct result of receiving an email from a vendor.

The most common items bought as a result of direct email marketing were clothing and accessories (82%), followed by purchases from restaurants and coffee shops by almost half (49%) of respondents.

Other popular items bought as a direct result of email marketing campaigns include grocery items (40%) and personal electronics (38%).

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