NEWS29 August 2014

Email marketing preferred by consumers

News North America

US — Almost half of consumers ( 45%) wait for an email discount voucher before making a purchase according to research from the US.

The majority ( 80%) of people surveyed by email marketing provider, BlueHornet Networks, said discounts were the main reason they signed up to receive emails. The company surveyed a panel of more than 1,000 consumers aged 18 to 75 years old across the US for its report.

Most people ( 70%) said they wanted to communicate with brands via email rather than direct mail or text messages.

Email is regularly checked by consumers – more than 80% check their email before they start work and mobile access is gaining ground. Of consumers who made at least one purchase in the past year, approximately 38% did so from a mobile email and have used a mobile coupon.

And companies need to make sure their mobile email is up to scratch: just over 87% of consumers said they will either delete or unsubscribe from an email list if mobile email messages don’t display properly.