Email tops UK shoppers brand communication preference for finding Black Friday deals, Wunderkind’s research shows

Despite the proliferation of brand marketing channels, UK shoppers place the most value on email communications they receive from brands and retailers, according to the latest research by Wunderkind, the performance marketing solution that scales one-to-one messages for retailers.

Email tops brand communication preferences

Original research of 1,000 shoppers by Wunderkind in its Consumer Spending During Economic Uncertainty report showed that over 82% of UK consumers chose email as their channel of choice for brand communication.  While 16% of UK consumers are influenced in their buying journeys by text messages from retailers, email was highlighted as their primary driver for brand engagement.

Wunderkind recently announced its latest integration with Customer Data Experience Platform (CDXP) provider, Ometria, which helps brands and retailers scale revenue with high-performing, one-to-one automated emails. The partnership provides a unique view of Wunderkind and Ometria together, allowing brands to view Wunderkind sends within Ometria’s CDP single customer view while providing the clarity needed to measure the impact of Wunderkind’s automations.

Top channels for deal searching
  1. Email – 62%
  2. Social ads – 33%
  3. = Search – 27% / = Word of mouth – 27%
  4. In-store – 26%
  5. = Brands’ apps – 24 / = TV ads – 24%

As many retailers and brands are in the swing of their Black Friday discounting campaigns, email is proving the primary channel for shoppers finding out about deals.  The majority of U.K consumers (62%) find out about brand deals through email, underscoring its relevance – almost twice that of social media ads.  And with Brits planning to spend an estimated £3billion on Black Friday deals this year, retailers and brands must ensure their channel mix is optimised to benefit from the sales bonanza, as Wunderkind GM International, Wulfric Light-Wilkinson, explained:

“When considering channel spend mix, owned channels, such as email and text message, are central to successful campaign strategies.  Owned channels allow retailers to reach qualified consumers at a fraction of the price of acquisition via ‘rented’ 3rd party audiences and media.  And, when combined with personalised, 1:1 messaging informed by individual customer behaviour, they have enormous conversion potential – something retailers should be taking full advantage of in this critical BFCM period.”

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