Once you might have found that getting customers to hand over their details to you was like getting blood out of a stone. Today however, it would appear that consumers are all-too-ready to give their information away to brands – but, this is only because they generally expect something from you in return…
A recent Direct Marketing Association (DMA) Email Tracking Survey has found that not only are consumers are signing up to receive emails in greater numbers (10 per cent more people are willing to receive email from more than 10 brands), but that their expectations about what kinds of emails they want is higher. Some want offers, some want product knowledge… some just want to stay in touch.
Perhaps understanding just what it is your audience wants is the key to your own email marketing success. So without further ado, here are the main reasons consumers opt to receive email marketing, according to the latest research.
Upcoming offers and sales (61 per cent)
This is the first of three “so what are you going to offer me?” type incentives that drive customers to sign up to mailing lists. By any means this isn’t a surprising factor either. Even without this figure, you can easily assume that the majority of customers are 1) interested in your brand and 2) willing enough to wait for your latest sale to start before making a purchase.
Discounts (59 per cent)
In a similar vein to the above, consumers are happy to wait for knowledge of any upcoming discounts. They’ll feverishly keep receiving your emails – perhaps deleting them instantaneously – until you send them a 10 per cent off gift code or similar.
Vouchers (56 per cent)
Vouchers again work in much the same way as discounts, however, receipt of a voucher is normally more restrictive than that of a general discount. So why you might send a customer a 10 per cent off all ‘homeware’ discount in one email, you might send them vouchers for a specific product in the next.
Liking the brand (40 per cent)
Coming in fourth place, after the bargain hunters, are those consumers that genuinely like the brand and want to be a part of its community. Of course, even by staying on the end of a mailing list, they’re likely to receive those kind of financial benefits listed above – or the remaining reasons below – from time to time.
Keeping up to date with brand news and views (33 per cent)
New developments within a brand/company are important enough reasons to also hand over data. A third of consumers are interested in new products, brand news, store openings, social opportunities and so on, enough to be on a mailing list.
Receiving “exclusive content” (21 per cent)
The promise of exclusivity rounds up the list of reasons consumers like to receive direct email marketing. By receiving information that appears somewhat personal between consumer and brand (through email), the perception of exclusivity is created. This makes people feel more connected, or more in touch, with a brand than their peers who don’t receive the same treatment, and so can be a very powerful marketing/leveraging tool indeed.
Chris Taylor writes on behalf of email marketing companies such as Mailing Manager, and enjoys video games and music in his spare time.