Email marketing can be a incredible channel for driving conversions. A Bluehornet study has revealed that a large proportion of consumers value email discounts. Can brands better leverage the use of email discounts to increase revenues and sales?
Email marketing experts Bluehornet have published a comprehensive report, “2014 Consumer Views of Email Marketing”, packed full of insights on consumer email habits and behavior.
Some of the most revealing finds are in just how much consumers are influenced by email marketing discounts codes, being both the main reason they subscribe to brand marketing lists, and also triggering other behaviors such as abandoning carts as they search for available discounts.
Of the more than 1,000 consumers across the U.S. surveyed, 80.1 percent said the most important reason they signed up to marketing emails was to receive discounts.
Forty-two percent of those surveyed also specified that receiving “money off the price” was the most attractive kind of discount for them.
Also worth nothing is that just over 10 percent of those surveyed said that they “purposefully abandon cart[s] to trigger discount[s] by email.” This isn’t an insignificant figure by any means, and really illustrates the value with which shoppers regard email discount codes.
Here are five key takeaways from Bluehornet’s 2014 Email Marketing Report.
1. Be Generous & Active In Providing Discounts
With some 80 percent of customers admitting that the main reason they subscribe to brand emails being to obtain discounts, brands need to ensure they meet consumer expectations for money saving. Bluehornet suggest experimenting to discover what types of offers work best for a brand’s audience, ensuring also to take age into consideration, as it affects the types of coupons and offers to which they respond.
2. Test & Optimize Email Frequency
Email marketers need to find the right frequency of email sends to minimize unsubscribes. Having data available to segment and target audiences helps keep content relevant, and ensures readers stay engaged.
3. Leverage Consumer Communities, Engagement, Participation
Of those surveyed in Bluehornet’s survey, more than 10 percent of email subscribers submitted product reviews after the retailer asked, and consumers are nearly three times more likely to post a positive review than a negative one.
4. Take A Mobile-First Approach
This can’t be emphasized enough. Smartphones have made emails massively more successful than ever before.
With 65 percent of unopened emails remaining unread permanently, it’s crucial to ensure emails are optimized for mobile as this is often the first interaction users will have with messages. As the report states in no uncertain terms “for marketers, this means that if you aren’t taking a mobile-first approach, you are missing – and possibly losing – a large percentage of your audience.”
5. Listen To What Your Subscribers Need, Want
So often, email marketers overlook the simple fact that subscriber lists are actually filled with people! Not just email addresses. Bluehornet finish the report with a powerful message: “Treat them with respect, listen to their wants, provide content that meets their needs, and you will enjoy a mutually beneficial relationship.”
Does your business have a great strategy for offering email discounts? Discuss and leave a comments below!