Posted by Mike Sachoff

Women are more likely than men to subscribe to email marketing messages and more than half of online teens are turning to the channel to find deals and exclusive offers, according to a new study by ExactTarget.

“Regardless of age or gender, email is the first place consumers turn when they want ongoing promotions or information tailored to their unique interests,” said Morgan Stewart, principal, ExactTarget’s research and education group.

“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.”

Highlights of the study include:

*81 percent of consumers that receive email marketing messages have been motivated to provide a company with their email address due to some form of promotion.

*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.

“This research provides new insight into why consumers of all ages are increasingly turning to email to interact with companies amid the explosive growth of social media,” said Tim Kopp, ExactTarget’s chief marketing officer.

“Consumers identified several X-factors that keep them engaging with companies through email, including privacy, their ability to receive exclusive and targeted content and the ability to respond at their leisure.”

Tags: Email Marketing

This entry was posted on Tuesday, July 13th, 2010 at 10:56 am and is filed under Email. You can leave a response, or trackback from your own site.

About the Author: Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news.