Consumers Rank Email as Top Digital Channel

Marketers are enthralled with the latest digital tools and believe that consumers expect them to be on the leading edge of technology in order to remain relevant. Consumers have a different take on the matter, though. They want to receive messaging that is accurate and relevant and, for many, email is the digital format that best serves these  emailneeds. The Marketers Playbook Research Paper from XPlusOne suggests that marketers may want to pay more attention to channels that consumers find valuable.

Consumers surveyed by XPlusOne say they find the most value in the following channels when they are making purchase decisions:

  • Email 25%
  • Web ads (display) 10%
  • Personalized web experience 16%
  • Facebook/​Twitter 9%
  • Mobile apps 5%
  • Video 6%
  • Mobile ads 6%
  • SMS 2%

Consumers also feel that email is more relevant (32%) and accurate (30%) than all other formats. About 15% say that Web ads (display) are relevant and 11% call them accurate. In regards to Facebook/​Twitter, about 12% say these ads are relevant and 11% call them accurate.

While marketers agree with consumers on the value of email, they rank personalized web experiences as second and Facebook/​Twitter as third in terms of value. Analysts point out that about 37% of marketers use display ads and 10% believe they’re valuable. But they are far more focused on social media. At least 64% use Facebook/​Twitter and 47% perceive great value in this channel.

With consumers so focused on email, do you think marketers should spend more time on that format or should they continue to pursue their ongoing investment in new digital channels such as social?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.