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How Consumers Want to Receive Retail Brand Communications

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Most consumers say they prefer to receive brand communications from retailers via email, according to recent research from Bluecore.

The report was based on data from a survey conducted in July 2016 of 1,174 consumers in the United States. All respondents have made an online purchase within the past three months.

Some 68% of the consumers surveyed say they want to receive brand communications from retailers (sales offers, news, information about new products, etc.) via email; 6.9% prefer to receive communications while shopping in-store and 5.6% prefer text messages.

Email is the most preferred brand communication channel for respondents in all generations, including Baby Boomer (73% prefer email), Generation X (71%), Millennial (62%), and Generation Z (65%) consumers.


About the research: The report was based on data from a survey conducted in July 2016 of 1,174 consumers in the United States. All respondents have made an online purchase within the past three months.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Ford Kanzler Mon Nov 21, 2016 via web

    Is any of that survey relevant to B2B marketing communications?

  • by Katie Wed Nov 30, 2016 via web

    Is print included in the "other"?

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