Canadian Consumers Prefer Email For All Business Communication: Survey Highlights Its Multiple Benefits

Notwithstanding the effect of one year old Canada’s Anti-Spam Legislation, Email is still reigning supreme in the small business sector with more consumers prefering it as the best tool to connect with businesses. A survey conducted by Constant Contact revealed this and gave a break up for various choices in business communication. While 68 percent preferred Email, only a miniscule 12 percent liked telephone contacts while 8 percent vouched for snail mail. Some 7 percent still likes personal conversations and 5 percent is sure that social media is more effective.

Email Marketing

However, the study found that not all Canadian small businesses are optimising the power of Email marketing efforts and some 40 percent of them are not taking any advantage at all. “Canadian consumers are saying loud and clear that they want to stay in touch with businesses, and that they want to do so through Email,” said Lisa Kember, regional director for Canada East at Constant Contact. According to Kember, the survey’s findings are a major validation for businesses that are already leveraging power of Email marketing and a wake-up call for those not yet started. She noted that Email marketing is the only channel where businesses own the relationship with their contacts. The Email, unlike social media, guarantees that the message is directly served to the core audience or precisely in their inbox.

“The good news here is that small businesses are reaching consumers where they want to be reached. That said, like any marketing effort, you need data to know if what you are doing is working. Are people opening your emails and clicking on your links? Who is subscribing and unsubscribing?,” said Guy Steeves, regional director for Canada West at Constant Contact. Steeves noted that there is a higher bar for business using Email marketing as it is important to take advantage of its technology while being on the right side of CASL compliance.

One of the conclusions of the survey is that those who are not using Email in business communication, will be missing out on many opportunities. Some of the main reasons why consumers choose to subscribe to a business’s Email list are:

· Receive discounts and special offers (71 percent)

· Take part in specific promotions (38 percent)

· Stay informed on an ongoing basis (36 percent)

More Providers

Meanwhile, the business opportunity in E mail marketing is bringing more players to support the small businesses. For example, GoDaddy's small business clients have a better way to reach customers after the website domain company started a new service called “GoDaddy Email Marketing.” It helps small business owners to communicate with customers through E mail with sustained 24/7 support system, said Steven Aldrich, GoDaddy's senior vice president.

(For feedback/comments, contact the writer at k.kumar@ibtimes.com.au)