Marketing where it matters: Reaching customers on their preferred channels

Marketing where it matters: Reaching customers on their preferred channels

Any marketing strategy’s success hinges on delivering the right message through the right channels. But in a world where communication preferences vary widely across regions and demographics, understanding how to connect with consumers has never been more critical—or complex.

Modern consumers feel strongly about the channels they use to interact with brands. From email and text messages to social platforms and apps, preferences differ not only by individual but also by location and culture. What works in one market might fall flat in another.

To shed light on these trends, Twilio’s Consumer Preferences Report surveyed 3,900 global consumers, uncovering key insights into how people around the world want to engage with brands. In this article we’ll delve into the report’s findings, plus explore strategies to align your marketing approach with evolving consumer expectations and global preferences.

1. Use consumers’ preferred channels for personalized marketing messages 

Crafting effective marketing messages requires a thoughtful approach. Consumers often view these messages as intrusive, so selecting the right channels and timing is essential to their success.

To uncover which channels resonate most with consumers for promotional content, we asked our respondents to share their preferences. Email emerged as the top choice, with nearly 4 in 5 global consumers naming it their preferred channel for loyalty program updates and sales notifications. Text messaging followed as the second most popular option, with push notifications and WhatsApp messages rounding out the list.

Global consumers’ preferred digital communication channels for marketing use cases

While email remains the most effective channel for marketing messages, it might be worth incorporating text messaging, push notifications, and WhatsApp into your marketing strategy to reach broader audiences. Of course, consumers value having control over how they receive branded messages. Giving them the option to choose their preferred communication channels can drive higher engagement and customer satisfaction.

Personalization enhances the impact of using customers’ preferred channels, making your outreach more effective. According to Twilio Segment’s State of Personalization Report, 89% of leaders believe personalization is critical to their business success in the next three years. By tailoring your messaging—both in content and delivery method—you create more engaging, relevant experiences that strengthen customer connections and drive meaningful results for your brand.

2. Use branded communications to build trust

Unknown senders, suspicious links, and fraudulent messages have made email and SMS users increasingly wary of the communications they receive. The scale of the problem is staggering — one survey found that U.S. recipients received over 19.2 billion spam texts in October 2024 alone. That’s an average of almost 63 spam messages per person in the U.S.!

• So, how can brands overcome this challenge, maintain engagement, and earn consumer trust? By investing in branded communications with verifications like Obtaining a WhatsApp checkmark

• Using branded calling to display your business name and logo

• Implementing BIMI for email branding

• Leveraging RCS to showcase your logo in text messages provide tangible proof that your communications are legitimate 

This approach resonates with consumers: 49% say they would trust brands significantly more if messages or social channels displayed a logo or checkmark. Plus, among the 56% of consumers who received branded text messages in the past year, 75% reported an increase in trust toward the communication.

The takeaway? By using branded communications, your brand can cut through the noise of spam and fraud, fostering trust, consumer confidence, and engagement.

3. Drive revenue with strategic channel selection

Choosing the right channels for marketing communication is essential to achieving better business outcomes. When brands deliver marketing messages through their audience’s preferred channels at the right time, they unlock significant advantages:

• Increased revenue: Consumers are willing to spend 32% more on brands that engage them through their preferred marketing channels.

• Greater customer retention: Two out of five consumers say they’re more likely to make repeat purchases when brands use their preferred channels for marketing.

• Improved customer acquisition: Using the right marketing channels encourages first-time purchases, with 30% of consumers more likely to buy from a brand for the first time when their preferences are respected.

Just remember: effective marketing isn’t just about the message—it’s about the medium. By delivering campaigns through the channels your audience values most, you can build trust, strengthen customer relationships, and drive lasting growth for your business.

Catering your marketing strategy for a global audience

Delivering an effective marketing strategy starts with meeting customers where they are. Global consumers expect personalized and flexible communication options, whether through email, social media, text, or other channels. By understanding and adapting to their preferences, your business can create more meaningful connections, enhance engagement, and drive revenue.

Ready to dive deeper into consumer preferences from around the world? Download the full  Consumer Preferences Report to discover how to align your marketing strategy with what your customers truly want.