A new study was performed by Adestra that looked into why consumers tend to sign up for marketing emails. As any marketer that uses email lists (which should be all of them) this is clearly going to be extremely important information. The information digs into a variety of different techniques commonly used and surveyed people to see which ones are the most effective.
The study found that 85% of people who were polled said that they sign up for email marketing lists specifically because they want special promotions or discounts on future products.
On the other hand, they also found what types of things people don’t tend to be willing to sign up for an email list for. “In comparison, very few (41%) sign up to keep abreast of new products or services. However, some (38%) will sign up purely because they love a brand and just over a quarter (27%) so they can take part in product research.”
In the report they stated, “The top types of promotions consumers hope to find in their inbox are percentage-off offers (35%), free shipping (20%), free trials (14%), and dollar-off promotions (14%).”
The report summary states, “As long as customers expect discounts and other special offers, make sure you include them in your emails. Even content-focused messages should give your customers a reason to click to your website, browse around and either buy something or otherwise engage with your brand, such as filling out preferences, answering surveys, signing up for a loyalty program or checking out videos or other information.”
Given the known effectiveness of email marketing, anything you can do to increase your number of active subscribers is going to be well worth the effort. Reading through this report can provide you with a significant amount of actionable information.
The report can be found HERE.
