Why Do Consumers Sign Up for Marketing Emails?

2016-Email-CensusWhy do the vast majority of consumers who sign up for marketing emails actually do such a thing?

Turn out, this is a very self-motivated group.

Per the findings of a recent survey conducted by Adestra, 85% of those polled admit to signing up for marketing emails in hopes of being targeted with special promotions or discount opportunities.

“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%),” BizReport notes.

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.

“As long as customers expect discounts and other special offers, make sure you include them in your emails,” the Adestra report summary reads. “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.”

The findings also reveal that email remains the top channel preferred through which to receive communications from a company.