Different communication channels suit different needs, aims, customers and businesses. You need to find what’s right for you.
Some studies suggest that younger customers prefer dealing with businesses via email – or even social media – whilst older people prefer more traditional channels. Rather than just guessing what your customers want, the best approach is to consider two questions: which communication do your customers most often use with you, and what works?
Using sign-up forms, surveys or post-sales checkups gives you the opportunity to ask your customers to express their communication preferences. Then monitoring your click-throughs and other stats can help you work out which channels are most effective.