Direct Marketing News – Message Systems survey finds email the most popular channel
By: Direct Marketing News
Email reigns as the most popular marketing channel, followed by social and SMS, according to the results from Message Systems’ Marketing Channel and Engagement Benchmark Survey, announced Aug. 21 at the company’s Interact 2012 conference. The messaging technology solutions provider revealed that 97% of survey respondents leveraged email as the top channel for marketing campaigns, with social media second at 70%, according to the survey release.
“Email is not going the way of the dinosaur any time soon,” says Carrie Scott, director of product and direct marketing at Message Systems. “Historically, it’s been the only way they’ve [businesses] communicated with customers.”
Though marketers have claimed that email engagement is declining, according to Message Systems’ results, 63% of respondents said that email provides the strongest ROI, crushing the 10% that listed social. Additional benefits include low cost, accessibility, and capability to deliver a more detailed message than on social media or through SMS, Scott says.
“Email has still proven to be a great way to start the dialogue,” Scott says.
Social media was the second most popular channel, with 64% of survey respondents stating that they added social media channels this past year. Respondents added these channels to enhance customer engagement, according to Message Systems’ release. Among social media platforms, Scott says that Facebook and Twitter are the most popular and are “a force to be reckoned with” due to the prominent display of consumer dissatisfaction and negative feedback about brands.
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