Badsender had the chance to preview the latest Experian Marketing Services study on cross-channel marketing practices. This study will be publicly unveiled on October 2nd during a webinar.
As Badsender had the opportunity to consult the study, here are some figures that will probably interest you. For your information, the study is based on the answers of 273 marketing and communication professionals in Europe (France, Germany, Netherlands and Spain).
Which channels are used by companies?
Email is first! Indeed, 95.3% of the respondents say they use the email channel to communicate. Email is followed by the website (91%), social networks (remotely with 73.4%) and paper mail (56.5%). For the record, push notifications are last with 17.6% (a figure that will probably increase impressively in the next few years).
What about profitability?
Five channels stand out (website, call center, mobile site/application, email, push notification). This is the most effective mix! This is extremely interesting, because here we have two push channels (email and mobile notification) that most often lead to the other three channels mentioned in the top 5. The one that may seem the most surprising is perhaps the call center, but that is a mistake. The call center is a medium that still has a bright future ahead of it, with 40% to 50% emails opened on mobile, the most natural call-to-action in this context is undeniably a phone number.
Other figures
Only 57,6% of companies have a single database to manage their contacts.
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Hardly 27% of respondents say they send confirmation emails after purchase.
And finally, only 20,5% of companies use cross-channel campaign management solutions.
These figures reveal that companies are often organized in silos. Each silo deciding its own marketing strategy and using different tools. There is still a lot of work to come in order to select tools that will be used to manage the execution of marketing campaigns in a transversal way.
Let's get to work 😉
