Email marketing 'seeing positive consumer response'

New research has suggested that email marketing is now being welcomed by an increasing number of consumers.

According to G2 Data Dynamics, about 57 per cent of consumers say that email is their preferred communication channel, with 18 to 24-year-olds seeming to favour a mixture of both email and postal communications, UTalkMarketing reports.

Home telephone, mobile phone and text messaging marketing methods are generally seen as too intrusive by consumers, however.

Commercial director for G2 Data Dynamics Alan Thorpe said the fact that many consumers now prefer email marketing to other channels may be good news for those looking to save money in the downturn.

He added: "However, marketers should not neglect the need for a multi-channel approach to get their message across via a mix of channels."

Six in ten UK companies are looking to increase spending on email newsletters this year, according to a study conducted by Econsultancy and cScape in 2008.

Written by Greig Daines