According to a recent report by Wunderkind, e-mail remains the favored communication channel for UK shoppers. The study, which surveyed 1,000 consumers as part of the ‘Consumer Spending During Economic Uncertainty’ report, discovered that an astounding 82% of UK shoppers prefer using e-mail to engage with brands. This percentage far exceeds the 16% of consumers who are influenced by text messages from retailers.
As retailers and brands continue to participate in their Black Friday-Cyber Monday (BFCM) discounting campaigns, e-mail has emerged as the primary channel for consumers seeking information on deals. The report found that 62% of UK consumers discover brand deals through e-mail, highlighting its continued relevance and effectiveness. This percentage is nearly twice as high as the number of consumers who learn about deals through social media advertisements.
Wunderkind GM International, Wulfric Light-Wilkinson, emphasizes the importance of utilizing owned channels, such as e-mail and text messages, in campaign strategies. These channels allow retailers to reach targeted consumers at a significantly lower cost compared to acquiring third-party audiences and media. Furthermore, when these channels are combined with personalized, one-on-one messaging based on individual customer behavior, they have the potential to greatly increase conversions. Retailers are therefore encouraged to leverage these capabilities during the critical BFCM period.
The power of e-mail shows no signs of diminishing, as UK shoppers continue to prioritize this channel for brand communication. With e-mail proving to be the driving force behind brand engagement and the primary source of information on deals, it is crucial for retailers and brands to recognize its significance and invest in effective e-mail marketing strategies. By leveraging the personalization and targeting capabilities of owned channels, retailers can maximize their conversions and successfully navigate the competitive landscape of BFCM campaigns.
For more information on the power of e-mail marketing and its impact on consumer behavior, interested readers can visit the following links:
1. Email Marketing Statistics: Email Marketing ROI – Return on Investment
2. 70 Email Marketing Stats You Need to Know for 2019
