Email has always been a great tool to create one to one communication with consumers. To make sure your email campaign is successful; it’s a good idea to know why people subscribe to receive things through their inbox. A new study has been released that tells us just what drives people to sign up for email communication with businesses or nonprofits.
• Almost 40% register to take advantage of a specific promotion
• Over 35% sign up because they are a customer or supporter of the business or nonprofit organization
• More than one in four sign up to gain access to exclusive content or to stay informed on the latest happenings
• 25% join because they like that type of business or nonprofit and want to support it
What Does This Mean To You?
Email marketing offers your business a wide array of targeting tools to make sure you put the right message in front of the right consumer. The main reason people sign up us to receive discounts. When you are recruiting for your email database either through your web site or brick & mortar location, make sure you promote the fact that email recipients will get discounts. Also include how often they will receive them and what other kind of special offers they might receive. Because such a large percentage of people sign up to receive a specific promotion, it’s a good idea to ask your customers what kind of offer they want to receive. Better yet, if you have a CRM tool, track who responds to what offers and only feed them those types of promotions. This will make sure that your messages stay valuable to consumers and your message won’t be automatically sent to the trash. As beneficial as email marketing can be, there are also legal caveats to it. Never spam, it just hurts your reputation and can cost you financially. Violations of the Can-Spam act can cost you up to $16,000 per violation. Navigating the law can be confusing; I would suggested that you speak to an email marketing professional before starting any email campaign. For more information on how you can get results through email marketing, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Supervisor
Source: Emarketer; Chadwick Martin Bailey