Adestra, an e-mail marketing company, recently performed a study to find out what drives e-mail sign ups. The study was quite interesting, as it was an in depth survey on the topic. According to their results, a whopping 85% of people who signed up for e-mail lists reported that they do so because they want to receive promotions and discounts for specific products. This might go against what marketers think or hope, which is that users will sign up to get new information about products, or so that they can test a product. Those categories were much lower than those seeking discounts – just 41% of people hoped to receive more information and only 27% were interested in testing new products as a way to help manufacturers and product suppliers. A decent amount, 38% sign up for e-mails simply because they love a brand.
As for what types of promotions those who want discounts are searching for, the largest percentage are searching for percentage off offers. It’s true that finding a coupon for 10% or 20% off is pretty exciting, so that’s why 35% of those seeking a discount was hoping to find just that. 20% were looking forward to offers for free shipping, 14% were interested in free trials of products, and dollar off promotions were sought out by an additional 14%.
These survey findings really do highlight the fact that including some type of discount or promotion in your e-mail marketing strategy is really important, because that’s the reason why people even sign up in the first place. If you don’t provide users with enough discounts, they may unsubscribe from your list or lost interest in your brand, which would not be great. Providing discounts could also be an additional incentive to get even more users to sign up for your e-mail list, so make sure that users know what they will be getting by signing up.
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