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Are Email Subscribers Only In It for the Discounts?
Image Credit Carol Pyles Creative Commons license

Are Email Subscribers Only In It for the Discounts?


The vast majority of consumers view discounts as the number one benefit of signing up to a company’s email service, according to new research.

Insights courtesy of email marketing provider BlueHornet Networks shows that over 80% of subscribers pledge their support in exchange for appealing rates on goods and services.

Indeed, a reduced price is the most preferred form of discount in the eyes of all email users. There are certain preferences among age groups, though, as 18-45 year olds declared a need for ‘percentage off’ coupons, while free shipping proved popular among 46-75 year olds.

Consumers lay out provisos

The study also revealed a number of interesting points for brands to bear in mind when offering these discounts, as not all consumers see them as a reward mechanism.

Although 45% of the group said they would typically delay a purchase in the hope of securing a discount, the fact that over half would buy at full-price rates stressed the point that discounts are a ‘nice to have’ as opposed to a ‘must have’.

What consumers will not tolerate is a lack of optimisation for messages received via mobile device. A resounding 87% of the group said they would either delete or unsubscribe altogether if their mobile messages did not display properly.

With 38% of the survey’s participants claiming to have used a mobile coupon provided by a branded email, the onus will be on the sender to ensure that all of their content is legible on tablet and smartphone.

Overall there is a general acceptance for emails sent by brands, as highlighted by the 70% of consumers who preferred to connect with companies via the channel over text message.

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Richard Towey

Richard Towey

    Richard is a former head of content at PerformanceIN. After many years spent covering developments from the automotive, sports, travel and finance sectors, he eventually turned his full attention to reporting on stories from the fast-evolving world of digital marketing. 

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