E‑mail Promotion Response Linked to Demographics

Did you know that the average U.S. consumer gets 44 e‑mail messages every day? Of these, 12 are messages from companies they specifically signed up with. Consumers may not have time to read all of this promotional e‑mail. But ExactTarget’s  studies indicate that marketers can succeed with e‑mail promotions when they target the demographic groups most receptive to these efforts.

By gender, here’s who signs up for e‑mail to get deals:

  • Women 67%
  • Men 57%

In addition, the following percentages of consumers say they subscribed to e‑mail marketing messages because of a promotion:

  • Women 88%
  • Men 70%

A free product prompts consumers to sign up for e‑mail marketing messages at the following rate:

  • Women 65%
  • Men 44%

Morgan Stewart, principal, ExactTarget’s research and education group, says studies show that consumers tend to use outlets like Twitter and Facebook “to show support for their favorite brands. However, when it comes to on-​going deals, email remains the channel of choice.”

While some industry watchers may suspect that younger users aren’t as likely to use e‑mail, ExactTarget’s data shows just the opposite. Consumers between the ages of 15 to 24 use the following sources to look for deals:

  • E‑mail subscription: 56%
  • Facebook: 28%

Look for more marketers to strategically use e‑mail promotions to reach both females and younger consumers.
[Source: Study Finds Women, Young Adults Choose Email over Facebook in Search of On-​Going Deals. ExactTarget. 23 Jun. 2010. Web. 28 Jun. 2010] 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.