Email Remains Most Influential Marketing Channel

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According to the Dotdigital ‘Future of cross-channel marketing’ report, marketers have an increasing number of options for channels and tools, but email remains the preferred channel for tailor-made experiences.

While email is the most influential marketing channel (69%) in influencing customer purchase decisions, the results show that 70% of people will unsubscribe if they receive too many emails. Email is the most influential marketing channel, followed by social media and SMS.

Brands must understand how their target markets want to be reached. While email is still important, brands should consider other ways to reach more consumers.

  • Why Consumers Abandon Cart?
  • Personalize
  • Live chat boosts conversion
  • Brand values are vital
  • Loyalty for a price

Why Consumers Abandon Cart?

Shipping is the leading cause of cart abandonment. When asked why consumers abandon online shopping carts, 57% cited hidden shipping costs. In addition to being reasonable and expected by customers, retailers must make their shipping costs clearly visible. Clear communication is essential.


People believe brands can improve their personalisation efforts. More than half of those polled believe their marketing emails are somewhat personalized, while a third believe they are not personalized at all.

Live chat boosts conversion

Customers want more in-person help via live chat on retailer websites. Most (56%) use it to seek advice. It is thus a critical tool in the purchase and conversion process that retailers should consider.

Brand values are vital

Surprisingly, more than two-thirds of Australian shoppers believe brands are not doing enough to demonstrate their values, with 30% citing sustainability as a factor in purchase decisions.

Loyalty for a price

Brands can use a loyalty program to build stronger and lifelong brand advocates. What about expected perks? Almost all shoppers (94%) want rewards/discounts for loyalty. Customers clearly value reciprocity, and brands should keep that in mind when designing a loyalty program.

Reviews’ role

Reviewing products or engaging with brands is important to 72% of consumers. Word-of-mouth was ranked second, with 79 percent of those polled likely to recommend a favorite brand to others. A positive customer journey is not enough. It’s about customers telling friends, family, and coworkers.

To keep up with changing dynamics, a competitive market, and savvy customers, retailers must revisit their marketing strategy, says Aparna Gray, Dotdigital’s Asia Pacific marketing head.

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