Communication: Email Marketing, Safe Bet – Brands

According to 82% of French interviewed by Morar Consulting for Mailjet, email will remain the main channel of communication in the next 10 years, ahead of SMS and Facebook.

If only one channel remains, what will be the preferred communication channel for consumers in 10 years? Morar Consulting scan for Jet mail 2000 of them in France and the UK about future communication platforms. 82% of consumers surveyed believe that email will be the most used channel for brands to communicate with them over the next 10 years.. And this is ahead of SMS (77%) and Facebook (74%). To illustrate this preference, panel members cited ease of navigation in emails primarily (46%), integration of discounts or specials (39%) as well as personalization (27%). According to a Mailjet study, which advocates for its diocese, marketers should invest cautiously in “new” communication channels. Like Snapchat, a mobile app that attracts more and more advertisers due to the growing number of its users (158 million daily active users according to the social network) and its recent ad offering (Snapchat partners, Lenses, Discover), which does not exceed 12% of respondents say for sure (10/ 10 for the question “Which of the following communication channels do you think we will continue to use in 10 years?”) They continue to be used here for 10 years.

The main reason mentioned for the obstacle encountered by other communication channels, and social networks in mind, is the idea of ​​user experience. Thus, 19% regret that brand advertising on social networks is mixed in the content stream, or even 14% to consider advertising on Facebook, Snapchat and others too intrusive. Additionally, the Mailjet study highlights the fact that consumer expectations are more about advertising content rather than its medium. In particular, they show a desire to receive personalized messages, for example via geolocation and real-time (drive-to-store model) for 25% of them. Another expectation raised is the possibility of buying directly from an advertisement hoped for 21% of the plate.

Methodology: The study, commissioned by Mailjet in March 2017, by Morar Consulting, is the result of a survey of 2,000 consumers in France and the United Kingdom.

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