There seems to be a huge disconnect between what marketeers and consumers think when it comes to using SMS and email for marketing. Consumers want relevancy and personalisation, but a majority of marketers fail to deliver it, finds a study by Epsilon, a global company connecting people and brands. While 74 per cent of marketeers use marketing technologies to reach consumers via SMS, only 2 per cent of consumers prefer to receive marketing updates through this channel.
Similarly, only 28 per cent of consumers say that brands send them email offers well-timed with their needs. Around 66 per cent consumers say they receive too many email offers and promotions, and only 9 per cent say they are likely to sign up for email from companies in the next 12 months. Marketers should use email smartly for retention and engagement, rather than new customer acquisition.
For consumers, personalisation is the top marketing priority,
Article source: http://www.mydigitalfc.com/plan-and-policy/only-2-consumers-prefer-sms-marketing
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