TH SALESFORCE STATE OF MARKETING, 9 EDITION 23 Spotlight: Messaging Volume Grows, Retail and Consumer Albeit Unevenly, Year Over Year* Goods Marketers Boost Mobile Messaging Retail & Consumer Goods Marketing Message YoY Growth Email Growth Push, SMS, OTT Growth All Channel Growth Email remains by far the favorite when it 100% comes to number of messages sent, but retail and consumer goods marketers don't rely on that 75% channel alone.* With stiff competition for customers’ attention, marketers are investing in higher-growth 57% channels like mobile. 50% 39% While the amount of growth varies quarter-to-quarter, there is consistent upward movement in message 25% 15% sends across email, push notifications, SMS, and OTT. 15% 13% 9% 14% 14% 12% 9% 12% 8% 8% 10% 3% 81% of marketers say mobile 0% 2023 Q1 2023 Q2 2023 Q3 2023 Q4 2024 Q1 messaging will be a bigger priority in the coming year. The overall growth of mobile messaging has Share of Retail & Consumer Goods Marketing Message Sends dramatically outpaced email messaging growth Push, SMS, & OTT Email in two of the last five quarters. Q4 of 2023 saw 16% 18% 17% 14% 16% 17% 17% 17% 23% mobile’s growth rate reach more than 19 times 84% 82% 83% 86% 84% 83% 83% 83% that of email. 77% Given that the retail and consumer goods industry is often on the leading edge of marketing tactics, this could be a signal 2022 2022 2022 2022 2023 2023 2023 2023 2024 for what's to come for other industries. Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 *Salesforce Shopping Index, April 2024.