Postal mail still gets results
Text and instant messaging are fine for friends, but not for marketers.
That was the main finding of ExactTarget’s “2008 Channel Preference Survey.”
Nearly two-thirds of US Internet users surveyed said e-mail was their preferred channel for written communications between friends, with text messaging the next-favorite choice. The phone was the most popular way to communicate with friends overall, with 41% of respondents naming it as their channel of choice.
“There is a clear trend within younger demographics toward communication via text messaging and social networks,” said Morgan Stewart, director of research and strategy at ExactTarget, in a statement.
But Mr. Stewart said those preferred personal communication channels were not necessarily also preferred channels for marketing.
Asked to judge the acceptability of various channels for marketing purposes on a scale of 1 to 5, respondents gave direct mail an average score of 3.9, followed by e-mail at 3.7. All other channels averaged under 3.
Nearly two-thirds of those surveyed said they had made a purchase because of a marketing message received through e-mail. More than three-quarters said they had made such a purchase in response to direct mail.
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