[May 23, 2017] |
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Research from Campaigner® Reveals Email, Not Facebook, Wins the Battle in Consumer Engagement with Brands
Campaigner®,
the email marketing brand of j2 Global (News - Alert), Inc. (NASDAQGS: JCOM), today
announced the results of its 2017 Generational Marketing Insights
Survey, which took a pulse on commerce consumption preferences of online
shoppers and revealed insights into how to most effectively market to
different consumer generations.
This Smart News Release features multimedia. View the full release here:
http://www.businesswire.com/news/home/20170523005943/en/
Campaigner 2017 Generational Marketing Insights Survey Infographic (Graphic: Business Wire)
Social Status: Facebook (News - Alert) Fine, Twitter an #EpicFail
Despite social media's large and growing presence in many consumers'
lives, the survey reveals that it is not the ideal platform for brand
interaction. In fact, less than a quarter (24 percent) of online
shoppers in general name social media as one of their preferred channels
for brand interaction. Yet for those consumers who do take to social
media to engage with brands, the data reveals where brands should - and
should not - invest.
Somewhat of a newcomer for brands, Snapchat sees relatively low
consumer-brand engagement, with only 5 percent of respondents saying
they use the platform to keep in touch with brands. Image-heavy
Pinterest and Instagram tie for second place in shoppers' hearts, each
garnering 18 percent, while Facebook proves it's the place to be for
brands that want to get the most bang for their social buck.
Over half (54 percent) of those surveyed say they use the social media
giant to follow brands on its platform. On the opposite end of the
social spectrum, only 3 percent say they utilize Twitter (News - Alert) for this
purpose.
Email Still Reigns, but is it Too Much of a Good Thing?
In sharp contrast to social media, email has proven time and time again
to be the most efficient marketing channel for brands, and the survey
findings suggest this is still the case: Email ranks as one of the most
preferred digital marketing platforms for brand interaction (44
percent), and 75 percent of online shoppers are either somewhat or very
likely to open email from brands.
However, when it comes to this medium, too much of a good thing can be a
bad thing for customer engagement. Online shoppers' top complaint (49
percent) about marketing messages is that they simply receive too many
of them. Furthermore, most recipients (29 percent) prefer to hear from a
brand less often than once a month, while only 11 percent prefer to get
brand messages more than once a week.
"The findings signal that in this day and age, consumers both expect and
appreciate email messages from their favorite brands," says EJ McGowan,
General Manager, Campaigner. "However, savvy marketers must do their due
diligence to research and determine what cadence of email is most
effective for their audience. Acting on these insights will ensure that
campaigns are successful from the perspective of both sender and
recipient."
Marketing to Millennials & Generation X
Perhaps most surprisingly, the Campaigner survey finds that Millennials
are the most likely generation to engage with marketing emails. Nearly a
quarter (22 percent) say they are very likely to open an email from a
brand, compared to just 15 percent of the group surveyed overall.
After their digital preference of email (51 percent), 47 percent of
Millennials surveyed say they utilize social media to interact with
brands. While Facebook is still their top social choice (65 percent),
Instagram is another favorite among this group with over a third (37
percent) saying they use it to interact with brands. Additionally,
Millennials are nearly three times as likely to use Snapchat to engage
with brands as the average online shopper (14 percent).
"As social media-savvy as Millennials are, when it comes to brand
engagement, email is still the best medium to reach this group," says
Seamas Egan, Associate Director of Revenue Operations, Campaigner. "Yet
nearly half of these consumers are also taking to social to follow
brands. Marketers should meet them where they are while being
trepidatious about investing too heavily in what may be flash-in-the-pan
platforms."
When it comes to Generation X, the data suggests that this group is more
receptive to a higher frequency of email than the rest. 27 percent think
receiving emails from brands once a week is ideal.
Buy-In from Boomers & Traditionalists
The survey indicates that those born in the Traditionalist and Baby
Boomer eras are fonder of interacting with brands in physical stores
than the average shopper. In fact, 73 percent of Traditionalists and 67
percent of Baby Boomers say they prefer to interact with brands
in-store, compared to 65 percent of the group overall.
This dta suggests that for digital marketers targeting Baby Boomers and
Traditionalists, online deals that further entice foot traffic to stores
may resonate best with this group. Additionally, Traditionalists
appreciate helpful tips and short reads more than the average online
consumer, at 28 percent versus 13 percent overall, so content marketing
may be most impactful for this group.
To view a related Infographic of the survey results please visit https://www.campaigner.com/resources/pdf/Campaigner-Mastering-Marketing-to-Every-Generation-051217.pdf.
Survey Methodology
Campaigner Email Marketing conducted its 2017
Generational Marketing Insights Survey, sampling 761 consumers that
make purchases online from April 20 to April 26, 2017. The margin of
error is +/- 3.6%.
About Campaigner
Campaigner® is a robust email marketing solution built by marketers to
help small, medium and large businesses strengthen customer
relationships and drive sales. Features include professional email
campaign creation, industry-leading A/B split testing, advanced list
management and segmentation tools, targeted email autoresponders and
workflows, powerful API and CRM integration, and detailed campaign
reporting. White label solutions are also available for resellers,
agencies, and franchises. Campaigner is a brand of the j2 Cloud
Services™ division of j2 Global®, Inc. and a registered trademark of j2
Global Canada, Inc. Learn more at www.campaigner.com.
About j2 Global
j2 Global, Inc. (NASDAQ: JCOM) provides Internet services through two
segments: Business Cloud Services and Digital Media. The Business Cloud
Services segment offers Internet fax, virtual phone, unified
communications, hosted email, email marketing, online backup and CRM
solutions. It markets its services principally under the brand names eFax®,
eVoice®,
Onebox®,
FuseMail®,
Campaigner®,
KeepItSafe®,
Livedrive®
and LiveVault®,
and operates a messaging network spanning 50 countries on six
continents. The Digital Media segment offers technology, gaming,
lifestyle and healthcare content through its digital properties, which
include PCMag,
IGN,
AskMen,
Speedtest,
Offers,
ExtremeTech,
Geek,
Toolbox,
Techbargains,
emedia,
Salesify,
Everyday
Health and others. As of December 31, 2016, j2 had achieved 21
consecutive fiscal years of revenue growth. For more information about
j2, please visit www.j2global.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170523005943/en/
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