The May 08 Habeas study reveals consumer attitudes towards email and online interaction with businesses. There’s some really valuable insight here for your online marketing…

Email vs other communication mediums – will it survive?

The study confirms increasing concern about email fraud, scams, spam, viruses, and privacy, but…despite all this:

What about emerging platforms such as mobile?

There is an increasing trend toward consumer use of mobile devices such as internet-enabled phones, but far from superseding email, they will provide another arena for it. Just like Web sites, mobile versions of email need to be compact and focused to reach mobile users effectively. This is an opportunity not many businesses are tapping into yet, but will become more commonplace – probably for businesses with more time-sensitive services. It could be worth thinking forward to be ahead of the game…

What are the most important factors for success?

The study confirmed interest from consumers in gaining more control over their online interactions with businesses, and noted other trust factors:

What things will most scare your customers off?

Previous studies have shown a real ‘email insecurity factor’ among consumers, in fact nearly 60% keep different addresses for entities they trust vs don’t trust. If you can make it into their latter category, your emails will likely attract ready attention.

So…stick with email but keep looking forward with good reputation management

Far from being eclipsed by other emerging communications methods, consumers expect email to be the main workhorse channel into the future. Organisations that build trust with consumers through forward-looking reputation management strategies will stand out and gain long-term competitive advantage. As a brand expert recently said…your reputation is your brand – the most important asset your business has.