Channel preferences

SMS and social networks are the preferred communication channels among younger demographics. But they aren't necessarily the most effective channels for marketers trying to reach those people. That's the finding of ExactTarget's 2008 Channel Preference Survey.

The channel that's most effective? Mail. Postal mail.



So direct mail isn't dead. No surprise there, if your mailbox stays as full as mine.

What about email? The study suggests it's still a highly effective marketing channel, but younger Internet users' attachment to SMS, IM and mobile phones suggest that change could be coming.

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