Survey Says: Consumers Prefer to Stay Connected with Businesses via Email

Jun 02, 2015

As the one-year anniversary of Canada's Anti-Spam Legislation (CASL) draws near, new research from Constant Contact, Inc. underscores the continued importance of email marketing. Contrary to popular belief, Canadian consumers rate email as their number one method for staying in touch with businesses and by a long shot. Sixty-eight percent prefer email compared to just 12% who prefer staying in touch via telephone, 8% via mail, 7% via in person conversations, and 5% via social media.

Not all Canadian small businesses are maximizing their email marketing efforts and almost 40% aren't taking advantage at all. The research shows that while the majority of small businesses (63%) use email to stay in touch, 61% of them use mailbox providers like Gmail and Outlook, rather than an email marketing service provider, to do so. Those mailbox providers offer no way to maintain CASL compliance, through features like permission tracking, CASL-compliant email list signup forms, and unsubscribe functionality. Nor do they maximize marketing efforts through mobile-responsive templates, list growth tools, and results tracking.

Then there's the 37% who aren't using email at all. Only 19% of those are considering adding email to their marketing mix this year, a clear missed opportunity in light of the survey results.