Here’s a study from CrossView that indicates that consumers prefer to get retailer promotion information from an e-mail and surprisingly web site, newspaper and social media are way down the list.
I think the key word here is “delivery” of retailer promotions. Not to be confused with how a consumer learns about a promotion. So maybe the only meaningful takeaway from this study is that this study tells us that consumers prefer e-mail delivery over direct mail by a significant percentage. And, that makes sense because it is so much faster and easier to deal with, if the coupon comes electronically.
Most ad builders have a relatively easy way for retailers to deliver a direct mail piece to consumers and that’s important to keep and improve.
However, many brands don’t have a good solution for a retailer to build and deliver a brand friendly email to consumers about a local/regional/national promotion. This study tells you that it should be on your list of things to add to your ad builder in 2011 or sooner.