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Email Marketing Still Relevant for UK Consumers

UK consumers prefer email marketing communication from retailers

Email marketing may not be a particularly cool digital marketing method, but it offers marketers a very structured and easy way to communicate with an audience. It gives them a valuable database of potential customers, allows them to communicate with them regularly and consistently, and it’s relatively inexpensive. What’s not to like? And this question becomes even more pertinent when one considers that UK consumers seem to quite like email marketing as well.

According to June 2013 research conducted by Conlumino on behalf of business analytics software provider SAS, among polled UK internet users, email was by far the most preferred method for receiving marketing communications from retailers, cited by over 60% of respondents. Post ranked second, cited by almost 21%, while social media was far behind, cited by only 2.5% of respondents.

A January 2013 study from marketing services firm Epsilon supported this sentiment. It asked consumers in France, Germany and the UK which channels they preferred for receiving company communications. In the UK, 60% cited email, almost double the response rate for TV. While social media fared slightly better than in the SAS study, only 17% cited Facebook as their preferred company communication channel and 8% cited Twitter.

Clearly consumers like email marketing as much as, if not more than, marketers. For them, email allows a good deal of control, and feels less intrusive and more professional. And this preference for email has not been lost on marketers. Data from the Direct Marketing Association UK indicated that between 2010 and 2012, spend on email among brand marketers in the UK has remained high, with 37% of respondents attributing 30% of their budget or more to this platform in 2012, up from 29% in 2010 and 34% in 2011. Email, it seems, is as relevant as ever, to both marketers and consumers.


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