Email remains the preferred mode of contact for marketing messages. This is the conclusion of a report recently commissioned by G2 Data Dynamics (the customer insight people).

Is this because email communications recipients have the choice as to when they will want to read your messages? Or because they can choose what type of messages they actually want to receive from you. That is, if your opt-in strategy gives them the choice to do so. Or because with email they are given a very clear and easy path to stop the flow of communications if they'd want to.

In any case when it comes to marketing communications...email's the winner. See below for the details.

EMAIL IS THE BEST MARKETING CHANNEL FOR REACHING CONSUMERS

Consumers have become more welcoming towards email communication from marketers, according to new research by customer insight specialist G2 Data Dynamics.

Despite email marketers regularly facing media claims of spamming, some 57 per cent of consumers agree that email is their preferred channel of communication, with 60 per cent of men veering towards email compared to 54 per cent of women. The survey was conducted among the G2 Dynamics ViewPoint panel of 30,000 UK consumers.

Post was the second most popular choice of marketing communication with 34 per cent of respondents opting for traditional mail over its online equivalent. In fact, 18 to 24-year-olds seem to prefer a combination of email and postal communications, with almost half (47%) of respondents in this age group favouring each of these channels.

In contrast to this, consumers still find home telephone, mobile phone and text messaging too invasive, with only 3 per cent of respondents preferring this method.

Alan Thorpe, Commercial Director, G2 Data Dynamics, comments: "The combination of shifting consumer preferences and the lower cost of email provides marketers with some good news during the current downturn:" happier consumers and lower communication costs.

"However, marketers should not neglect the need for a multi-channel approach to get their message across via a mix of channels. For example, 18 to 24-year-olds enjoy receiving post just as much as emails."

About G2 Data Dynamics

G2 Data Dynamics is a specialist in customer strategy and data insight helping clients maximise return on their marketing investment. The company is part of Grey Global Communications, which is owned by WPP Group.

G2 Data Dynamics bases its business around the practice of "Mutual Marketing" - helping clients create a true two-way dialogue with their customers to boost insight and, ultimately, product sales. Clients are able to release the knowledge and customer insight contained in research and transactional data, leveraging this to improve planning, execution and measurement of multi-channel marketing programmes, in B2B and B2C arenas.

Clients of G2 Data Dynamics include Adobe, Prudential and Fidelity International.