New data from a commissioned study conducted by Forrester Consulting on behalf of ExactTarget finds that while more than 85 percent of all marketers are executing multichannel campaigns, less than half know what channels their customers prefer. Key findings featured in the ExactTarget Marketing Preferences Research Bundle include:

Forrester’s Customer Knowledge is Marketer Power findings:

• 80 percent of marketers surveyed claim customer preference is a key factor but only 12 percent ask customers their preferred frequency for email messages.
• 47 percent of marketers surveyed do not take any actions based on customer preferences.
• 27 percent of marketers surveyed measure whether efforts in one channel boost results in another.

ExactTarget’s 2009 Channel Preference Study:

• Consumers prefer email more than 3-to-1 for marketing communications.
• Half of consumers consider unsolicited messages from companies whom they regularly conduct business unacceptable – up from 26 percent in 2008.
• 70 percent of consumers who visit Facebook at least once a month and say they are a “fan” of at least one company/brand and claim they have never given a company permission to send them information through a social network.

The ExactTarget Marketing Preferences Research Bundle is available for download free of charge online at www.ExactTarget.com/Preferences.

Source: ExactTarget Press Release, September 24, 2009