Promo Magazine report that a study published by Forrester Consulting on behalf of ExactTarget found that “80% of marketers claim that customer preference is a key factor but only 12% ask customers their preferred frequency for email messages.” A few other interesting facts:
Only 32% of the marketers surveyed reported knowing how customers behaved across channels and only 37% even knew what channels their customers preferred to use. Even more interesting, only 37% of marketers know what channels their customers prefer to use.
The take away from the study is clearly articulated by Morgan Stewart, ExactTarget’s director of research and strategy:
The bottom line is that in an industry where new digital communications make it easier to send a variety of messages, it’s imperative that marketers not only send the right message, to the right person, at the right time, but that they use the right channel as well
Companies that use Catalog Choice know consumer preferences for direct mail and why consumers are making opt-out choices. Based on 6.5 million survey responses collected over two years 55% of consumers do not want direct mail because they want to use digital tools, because they either prefer to use the internet (15%) or want to help the environment (40%).
