There are a host of factors that may influence consumers to make a purchase based on a marketing email, but sales or discounts are the single most likely driver, according to recent survey data.
A June 2017 study from Yes Lifecycle Marketing, an email marketing provider, found that 92% of respondents consider sales/discounts to be an important factor when deciding whether or not to purchase from brand’s emails.
Respondents were almost as likely to say that the brand’s reputation was also important. “Ease of transaction” was the next most likely response.
The study also investigated purchasing activity and found that roughly one-third of the internet users surveyed said they had never made a purchase based on a marketing email.
The youngest consumers included in the group were the most likely to say they had never made such a purchase, possibly reflecting their life stage more than any inherent reluctance to engage with email messages.