Cloud communications platform Twilio has released a new study that found consumers prefer email and text when talking to brands, despite a wide selection of channels.

The survey, which includes responses from 2,500 global consumers, also concluded that despite negative consumer sentiment toward how businesses approach communications, they are more likely to reward businesses that adhere to their preferred channels.

“Everyday at Twilio, we hear from brands who want to improve their customer experience yet are overwhelmed by the increasingly complex communications landscape,” said Sara Varni, chief marketing officer at Twilio. “There is a lot to be done to improve the current state of how companies engage with their customers and it starts with knowing which channels consumers prefer and how to personalize the medium to align with the context of the interaction.”

Why we should care

Understanding how, when and where our audience wants to hear from us is critical to keeping them engaged with our brands. The study findings include that channel, frequency and timing will influence consumer behavior and sentiment. 94% of consumers reported they are annoyed by the current communications they receive from businesses, citing high communication frequency (61%), irrelevant content (56%), not remembering opting in (41%) and being contacted on the wrong communication channel (33%).

The context of the message heavily influences the consumers’ channel preference. While 83% of consumers said they prefer to receive emails, texts are twice as popular for urgent messages, including delivery or arrival notification or appointment reminders.

The research also found that personalization is increasingly important to Gen Z and Millenial consumers — the two groups who are also most likely to reward brands who meet their preferences or penalize businesses for subpar communication experiences. Across all respondents, Twilio found that 75% have rewarded a business for using the right communication channel with 71% saying they have penalized brands for not delivering on the right channel. Over one-third (34%) indicated they will make a purchase from a business that communications with them on their preferred channel.

More on the news

  • Twilio surveyed 2,500 consumers from the US, UK, Germany and Australia in August 2019 about their communication preferences and experiences.
  • All respondents owned a mobile device and had been the recipient of communication from a business through a variety of channels including email, text message, messaging app, social media, phone or a company’s mobile app.

About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.


Twilio SendGrid’s Email Validation API, which was launched in beta earlier this year, is now generally available to customers with Pro and Premier Email API plans. The API allows developers to integrate in order to catch potential typos, inactive email addresses and share email accounts among other criteria that can damage your brand’s sending reputation and hurt your ability to reach the inbox.

Why we should care

Maintaining a clean
list is a critical element to email marketing success. Using email validation
services could play a key role in the proactive management of your list. Twilio
SendGrid’s API also provides marketers with insights behind each email address
it flags as invalid, giving marketers the reasons why the email address needs
to be removed.

According to the company, Twilio SendGrid sends over 50 billion emails per month. Its email validation machine learning model is trained on that data set and can be customized programmatically to fit its users’ needs. Users can also choose SendGrid’s out-of-the-box dashboard to inform their sending decisions.

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The email validation API service also looks for:

  • Proper syntax.
  • DNS record checks.
  • Disposable domains.
  • Shared role or distribution.
  • Suspected bounces.
  • Known hard bounces.

About The Author


Email marketing and API provider Twilio SendGrid today unveiled Twilio SendGrid Ads, a solution promising to enable marketers to curate cohesive, multichannel engagements. Ads seeks to provide marketers with better campaign orchestration capabilities across digital channels to help them engage their customers, save time by creating campaigns for multiple channels using a single platform. Ads should help users easily understand how their campaign efforts impact their business via advanced analytics.

Why we should care

With Ads, marketers can learn more from their email data and use their insights to create more effective campaigns. Ads also allows marketers to target individuals through email automation based on their interactions on other channels, such as Facebook or Instagram.

The new solution gives marketers the capability to extend their existing email marketing campaigns to a broader set of channels. Marketers can create highly-targeted display and social campaigns without leaving the Ads platform. Not only does Ads bring together the solutions for execution, but also provides a more efficient and sustainable platform for managing omnichannel data. Many marketers are familiar with the cumbersome processes of exporting and uploading .csv files with contacts for their targeted ad efforts, but Twilio SendGrid Ads keeps all of the data in a single platform, allowing marketers to use it for campaigns as needed.


“Twilio SendGrid Ads makes the multichannel marketing process simpler, faster and more effective for marketers by using their email intelligence, website data, creative assets and reporting to engage and retarget customers across channels like Facebook, Instagram and Google Display Ads,” said Sameer Dholakia, CEO of Twilio SendGrid. “Now, customers can use ads to get more out of email, and use email to get more out of ads. Our goal is to not only add new channels, but help our customers orchestrate outreach across channels, and to use data from one channel to enrich the customer experience in another.”

More on the news:

According to Twilio SendGrid, Ads give users the ability to grow their business through its new features, including:

  • Twilio SendGrid Ads gives users to use display and social ad campaigns to target current contacts or find news ones.
  • Marketers can capture new contact information by creating lead-ad campaigns on Facebook or Instagram and feed it directly into an email automation list.
  • Users can target people on existing email lists who show interest in a product or offer in an email campaign with display ads on Facebook or Instagram
  • Marketers can find new potential customers by creating a lookalike ad campaign targeting people who have similar characteristics to an email contact list.
  • Retargeting visitors to a website using Facebook, Instagram and Google Display Ads. 

About The Author