Key stat: 69% of consumers worldwide say email is their preferred communication channel with brands, according to a June 2024 survey from Emarsys. Email was followed by SMS/MMS, at 53%.

Beyond the chart:

• Brands need to be cautious about sending too many emails, because 25% of consumers worldwide unsubscribe from brand email and texts at least once per week, according to GetApp’s 2024 Advertising Preferences Survey.
• US and UK consumers are more likely to opt into brand emails or texts if companies offer free shipping or loyalty points in return, according to data from Wunderkind.

Use this chart: Marketers and retailers can use this chart to strategize communication channel investments and to demonstrate the importance of email and SMS marketing.

Related EMARKETER reports:

• US Ad Spending by Industry 2024 (Subscription required)
• Data Drop: 4 Charts on AI-Driven Email Automation (Subscription required)

Methodology: Data is from the September 2024 Emarsys report titled “Customer Loyalty Index 2024: Global.” 10,041 consumers in Australia, Germany, United Arab Emirates, the UK and the US were surveyed online by Opinion Matters during June 12-17, 2024. Additional research from 2,000 adults ages 18+ was gathered by 3Gem Research and Insights during June 20-24, 2024.