E-mail Preferred Marketing Channel; 75% of Consumers Impulse Buy from E-mail Marketing, Reveals smartFOCUS Survey

October 27, 2009; 02:27 PM

BOSTON--(BUSINESS WIRE)--E-mail is the preferred channel of communication for US consumers, followed by direct mail, social media and finally telemarketing. These are the findings of a new survey conducted by smartFOCUS, a leading international provider of multi-channel marketing software and services.

When asked to rank their preferred methods of receiving marketing messages from vendors, the majority of respondents (62%) said that e-mail was their preferred channel of communication, followed by direct mail (23%), then social media (13%). The least preferred way to be contacted was telemarketing, with 80% putting it at the bottom of their lists.

The survey, conducted in Boston, MA, in October 2009, also showed that e-mail communications frequently trigger purchases, with three-quarters (75%) of respondents indicating that they had bought products or services as a direct result of receiving an e-mail from a vendor.

The most common items bought as a result of direct e-mail marketing were clothing and accessories (82%), followed by purchases from restaurants and coffee shops by almost half (49%) of respondents. Other popular items bought as a direct result of e-mail marketing campaigns include grocery items (40%) and personal electronics (38%).

The survey, commissioned by smartFOCUS to review consumer preferences and reactions to popular marketing channels, also asked consumers about their involvement in social media direct marketing.

Social media marketing was found to be significant, with 40% of respondents stating they receive correspondence from vendors on the social networking sites they use, such as Facebook and Twitter. Nearly one in five people (17%) had volunteered or requested that companies actively contact or update them via these social media platforms.

Curt Bloom, President of smartFOCUS International, said, “This survey reflects what we are seeing in the marketplace: e-mail is popular. It’s non-intrusive, can be highly tailored and is a compelling and actionable marketing communication. Although some of the indications of the uptake and interest in social media may seem low, this is a new communication channel that businesses are tackling. In our survey, quite predictably, the age ranges that said they preferred contact via social media platforms were the 18 to 25 year-olds. With platforms such as Facebook reaching 300 million active users, we continue to see that businesses and retailers who ignore the potential of social media do so at their own peril.”

Chris Underhill, CEO of smartFOCUS Group, concluded, “This snapshot reflects the breadth of consumer preferences. More than ever, it is vital that companies sit up and listen to how their audiences want to be contacted. The number of channels customers are using to interact with companies is constantly increasing. To meet their demands, our multi-channel marketing software helps companies engage with their customers exactly where and how they like to be contacted. They can then analyze the results and see how their campaigns are performing for each platform.”

About smartFOCUS:

A leading international provider of multi-channel marketing software and services, smartFOCUS and its Intelligent Marketing solutions integrate data to deliver the most powerful analysis and customer insight, enabling communication across the entire marketing operation.

More than 700 companies worldwide rely on smartFOCUS to inspire customers, improve results and transform marketing performance. Clients and partners include AAA, ABN AMRO, ASOS, Centre Parcs, EasyJet, EMI, Epson Europe, Equifax, Eurocamp, Harrods, Hilton International, Landal Green Park, Manchester United FC, QVC, Rabobank, RCI-GVN, Société Générale and Sony Europe.

smartFOCUS in news media:

smartFOCUS Astech, a specialist division of smartFOCUS located in Denver, Colo., U.S., provides marketing expertise and Intelligent Marketing solutions that serve more than 200 news media companies internationally. Customers include USA Today, the New York Times Regional Media Group and the Washington Post.

smartFOCUS in e-mail and digital marketing:

smartFOCUS Digital, a specialist division of smartFOCUS, located in London, U.K., provides smartMARKETER eChannel a fully on-demand digital marketing solution that serves each of its customers with e-mail, mobile, social network, landing page, microsites and RSS channel communications.

smartFOCUS is headquartered in Bristol, U.K., with operations in the U.S., Europe and Asia Pacific. For more information, visit www.smartFOCUS.com.

Contacts:

BOSTON--(BUSINESS WIRE)--E-mail is the preferred channel of communication for US consumers, followed by direct mail, social media and finally telemarketing. These are the findings of a new survey conducted by smartFOCUS, a leading international provider of multi-channel marketing software and services.

When asked to rank their preferred methods of receiving marketing messages from vendors, the majority of respondents (62%) said that e-mail was their preferred channel of communication, followed by direct mail (23%), then social media (13%). The least preferred way to be contacted was telemarketing, with 80% putting it at the bottom of their lists.

The survey, conducted in Boston, MA, in October 2009, also showed that e-mail communications frequently trigger purchases, with three-quarters (75%) of respondents indicating that they had bought products or services as a direct result of receiving an e-mail from a vendor.

The most common items bought as a result of direct e-mail marketing were clothing and accessories (82%), followed by purchases from restaurants and coffee shops by almost half (49%) of respondents. Other popular items bought as a direct result of e-mail marketing campaigns include grocery items (40%) and personal electronics (38%).

The survey, commissioned by smartFOCUS to review consumer preferences and reactions to popular marketing channels, also asked consumers about their involvement in social media direct marketing.

Social media marketing was found to be significant, with 40% of respondents stating they receive correspondence from vendors on the social networking sites they use, such as Facebook and Twitter. Nearly one in five people (17%) had volunteered or requested that companies actively contact or update them via these social media platforms.

Curt Bloom, President of smartFOCUS International, said, “This survey reflects what we are seeing in the marketplace: e-mail is popular. It’s non-intrusive, can be highly tailored and is a compelling and actionable marketing communication. Although some of the indications of the uptake and interest in social media may seem low, this is a new communication channel that businesses are tackling. In our survey, quite predictably, the age ranges that said they preferred contact via social media platforms were the 18 to 25 year-olds. With platforms such as Facebook reaching 300 million active users, we continue to see that businesses and retailers who ignore the potential of social media do so at their own peril.”

Chris Underhill, CEO of smartFOCUS Group, concluded, “This snapshot reflects the breadth of consumer preferences. More than ever, it is vital that companies sit up and listen to how their audiences want to be contacted. The number of channels customers are using to interact with companies is constantly increasing. To meet their demands, our multi-channel marketing software helps companies engage with their customers exactly where and how they like to be contacted. They can then analyze the results and see how their campaigns are performing for each platform.”

About smartFOCUS:

A leading international provider of multi-channel marketing software and services, smartFOCUS and its Intelligent Marketing solutions integrate data to deliver the most powerful analysis and customer insight, enabling communication across the entire marketing operation.

More than 700 companies worldwide rely on smartFOCUS to inspire customers, improve results and transform marketing performance. Clients and partners include AAA, ABN AMRO, ASOS, Centre Parcs, EasyJet, EMI, Epson Europe, Equifax, Eurocamp, Harrods, Hilton International, Landal Green Park, Manchester United FC, QVC, Rabobank, RCI-GVN, Société Générale and Sony Europe.

smartFOCUS in news media:

smartFOCUS Astech, a specialist division of smartFOCUS located in Denver, Colo., U.S., provides marketing expertise and Intelligent Marketing solutions that serve more than 200 news media companies internationally. Customers include USA Today, the New York Times Regional Media Group and the Washington Post.

smartFOCUS in e-mail and digital marketing:

smartFOCUS Digital, a specialist division of smartFOCUS, located in London, U.K., provides smartMARKETER eChannel a fully on-demand digital marketing solution that serves each of its customers with e-mail, mobile, social network, landing page, microsites and RSS channel communications.

smartFOCUS is headquartered in Bristol, U.K., with operations in the U.S., Europe and Asia Pacific. For more information, visit www.smartFOCUS.com.

Contacts:

Prompt Communications on behalf of smartFOCUS
Laurie SantaLucia or Hazel Butters
UK Tel: +44 20 8996 1653 / +44 77 8068 7813
US Tel: +1 617 401 2717 / +1 617 291 9899
smartFOCUS@prompt-communications.com