Marketing where it matters: Reaching customers on their preferred channels

Modern consumers have strong preferences for the channels they use to interact with brands, which vary by individual, location, and culture. Twilio's Consumer Preferences Report surveyed 3,900 global consumers, revealing that email is the top choice for promotional content, followed by text messaging, push notifications, and WhatsApp messages. Personalization enhances the impact of using customers’ preferred channels, making your outreach more effective. Branded communications with verifications like Obtaining a WhatsApp checkmark, branded calling, BIMI for email branding, and RCS to showcase logos in text messages can help build trust and consumer confidence. Choosing the right channels for marketing communication is essential to achieving better business outcomes, such as increased revenue, greater customer retention, and improved customer acquisition. By understanding and adapting to consumers' preferences, businesses can create more meaningful connections, enhance engagement, and drive revenue.