Consumers will sign up for retail newsletters if...
Getting consumers to sign up for a retailer or brand’s promotional emailes requires giving them something for free, according to new data.
Email marketing platform LiveIntent’s latest survey of more than 1,000 U.S. consumers found that more than half (52%) of respondents said that they would only subscribe to a brand’s email "newsletter" (or promotional email) if the subscription delivered free access to content they otherwise would not have. A similar percentage (45%) said they would be willing to subscribe to a brand’s newsletter if that subscription came with a discount on their first purchase.
Nearly a third (32%) of respondents said they would consider subscribing to a retailer or brand’s newsletter, but would put a lot of weight on the reputation of the brand and value of the discount. Meanwhile, 23% had no interest in subscribing for a purchase discount.
“The data says brands have to leave a little something out of reach for consumers, and only give it to those who sign up for their email newsletters,” said Adam Berkowitz, chief of staff at LiveIntent.
Nearly three-in-10 (29%) respondents said they would be willing to subscribe solely based on content quality and brand reputation, favoring brands who have invested heavily in exclusive content. However, 19% said they were unwilling to subscribe to a brand’s email newsletter, even if they liked the brand and got free content.
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When it comes to getting consumers to opt-in to email programs, LiveIntent found that nearly two-thirds (63%) are comfortable sharing their email address with a brand if the value proposition is right. Another 27% are neutral about the idea, and just 10% of respondents said they are uncomfortable sharing their address with a brand on principle.
