Marketers may be able to prevent churn by offering an “opt down” option (change in frequency, subscription topics, etc.). Given this choice when opting out, 47.1% of respondents said they would always (20.3%) or sometimes (26.8%) use it instead of unsubscribing.
What about the chief reasons for subscribing to an email program? Easily the most important reason cited by consumers is to receive discounts (83.5%), followed by loving the brand (7%), getting product/services updates (6.4%), and to participate in product research (3.1%).
As a result, many consumers say discounts are the main reason for opening and reading an email from a retail brand. 45.4% of the respondents cited a subject line mentioning a discount or special offer to be the most likely factor driving them to open and read an email. For 35.7%, the subject line promoting a product they’re interested in is primary, which ties back to consumer focus on relevance.
About the Data: The questionnaire for the survey was developed by BlueHornet with assistance from Flagship Research. The survey was administered to a national panel of 1,002 consumers across the United States between the ages 25 and 40 who live in urban or suburban areas; 77% of whom are employed and 76% with an income over $35,000.