Email Is Top Consumer Choice, But Brand Loyalty Is Built Elsewhere As Well
Email marketing continues to be the choice for those whose communication preferences matter most.
More consumers (69%) prefer email over SMS (53%), direct mail (48%), advertising (39%), and any other communication channel presented by Emarsys in its recent Customer Loyalty Index.
(Source: Emarsys)
“When it comes to loyalty, communication is king,” the report says. “That means brands must connect with potential customers in a way that appeals to them.”
Despite that overwhelming email preference, Emarsys dove deeper into what’s driving brand loyalty, focusing on mobile apps, which were tied with print for 5th most preferred communication channel.
“Global consumers who have their favorite brands’ apps on their phones are 18% more likely to have a brand they love compared to those who don’t use apps,” the report says, adding that 69% said rewards and incentives were their top prompt for using apps.
“Overall, brands looking to encourage their customers to use their app should pay attention to the helpfulness, level of rewards and incentives, relevance and timeliness of their messages instead of quantity — last on the list.”
For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager:
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