Email is Mobile Users' Preferred Method of Brand Communication

Email is consumers' preferred method of mobile brand messaging, according to research from Forrester.

The research, commissioned by Strongmail, was compiled from interviews with 322 consumers, and suggests the frequency of email messages is what concerns them. 52 per cent of respondents said they were open to receiving promotional messages via email on a weekly basis - a number that increases to 65 per cent for smartphone owners.

In-app and SMS messages were less popular. Consumers are open to receiving promotional messages via email at least once a week - 52 per cent overall and 65 per cent for smartphone users, but to 60 per cent and 63 per cent respectively never want SMS or in-app messages.