Some Consumers Don’t Want to Connect with Brands Online 

But for those who do, email is usually the top choice

Author: Jennifer King

February 22, 2018

Many consumers don't really interact with their favorite fashion retailers digitally, new data from Market Force Information reveals. Not on social media, email, mobile apps or even through brand blogs. 

Indeed, 37% said they don't do it at all. And that's likely because they don't want to be  flooded with promotional materials due to the high frequency of pushes, many of which may be seen as redundant or irrelevant.

But not everyone feels the same way. Of the 10,821 internet users surveyed by Market Force last December, more than half said they'd signed up to receive emails or other promotional notifications from their favorite retailer. And another 13% said they were friends with the retailer on Facebook. 

Some even liked to boast about their favorite brands—7% had posted or written favorable commentary about a retailer on social media in the past 90 days. 

Still, the study found that a large share of respondents preferred to interact with brands via email or SMS—most likely to see what types of promotions they're offering. And that's something consumers are always on the lookout for. 

Separate survey data from SendinBlue found that email remains one of the primary ways consumers want to receive information from retailers. Roughly two-thirds of US internet users polled said they preferred that channel, more so than text messages, social media or even traditional mail. 

But it's important to remember that retail email marketing is a delicate balancing act: Finding the right message depends on the business goal.