Vonage also asked consumers probing questions, and found that they’re more satisfied with communications with family and friends (60%) than with businesses (45%).  They also found that consumers communicate with friends and family the most via messaging apps, but are more likely to use phone calls and email to talk to a business.  That might be obvious to you, but Vonage spoke with nearly 5,000 consumers from eleven countries to be sure.

It’s been said that God created the world in six days because there was no installed base.  Google faces a similar problem, citing fears of ad industry disruption for its repeated delays in the deprecation of third-party cookies.  The issue appeared in another guise this week when Google announced it would extend to July 2024 the life of UA360, the enterprise version of its Universal Analytics product, which is otherwise still scheduled to go away in October 2023.  See this AdExchanger article for background.

Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.