A new study by ExactTarget finds women are more likely than men to subscribe to email marketing messages. The findings are based on a survey of more than 1,500 consumers aimed at identifying consumers’ motivations for engaging with companies through email, Facebook and Twitter. “Consumers are turning to Facebook and Twitter to show support for their favorite brands. However, when it comes to on-going deals, email remains the channel of choice,” says Morgan Stewart, principal, ExactTarget’s research and education group.
Key findings of the research include:
- Women are more likely than men to sign up for emails in order to obtain deals and promotions (67 percent compared to 57 percent).
- Millennials (consumers age 15 to 24) are twice as likely to subscribe to email (56 percent) in search of on-going deals as they are to search for deals on Facebook (28 percent).
- 88 percent of women indicate that promotions have motivated them to subscribe to email marketing messages, compared to 70 percent of men.
- 65 percent of women have subscribed to email marketing messages in return for a “free” product, compared to 44 percent of men.