What are consumers hoping to get when they subscribe to marketing emails from your business? Understanding the motivations behind these subscriptions can help you grow your email list and boost engagement. A study by Ask Your Target Market provides valuable insights into consumer behavior regarding email marketing. Here’s what they found:
- 35% of respondents subscribe to many different email newsletters from their favorite brands or businesses.
- 36% subscribe to just one or two email newsletters.
- 11% don’t subscribe to any email newsletters but occasionally receive emails from businesses anyway.
What Drives Consumers to Subscribe?
The primary reason consumers subscribe to email newsletters is simple: they want benefits. Here’s a breakdown of the key motivations:
- 80% subscribe to receive coupons or discounts from their favorite brands.
- 48% subscribe to get information about new products or services.
- 30% subscribe because they like the brand(s).
- 26% subscribe for interesting articles or content.
- 22% subscribe to stay updated about the company.
How Often Do Consumers Read Marketing Emails?
Contrary to common concerns, email newsletters get read more often than you might think:
- 39% read most of the email newsletters they receive.
- 31% read about half of them.
- 12% always read every newsletter they get.
- 17% rarely read newsletters, while only 2% never do.
Do marketing emails lead to purchases?
Absolutely! Email marketing proves effective in driving consumer actions.
- 58% say they sometimes make purchases based on marketing emails.
- 6% say they frequently make purchases due to email promotions.
- Only 27% rarely make a purchase based on email content, and 9% never do.
Key Takeaways for Your Email Marketing Strategy
- Email newsletters work—most consumers read them, and many act on them.
- Offer incentives—customers subscribe expecting value, so provide discounts, deals, and exclusive offers.
- Engage beyond promotions—besides discounts, customers appreciate company updates, product launches, and exclusive content.
- Build loyalty—make subscribers feel special with early access to sales or behind-the-scenes insights.
Final Thoughts
Understanding why customers subscribe to marketing emails helps you tailor content that keeps them engaged and loyal. By providing value, maintaining consistent communication, and delivering enticing offers, you can turn email subscribers into repeat customers who actively interact with your brand.