Source: UPS / comScore [pdf]
Notes: Emails offering free shipping (54%) or a discount (53%) are the forms of retailer advertising most likely to prompt online shoppers to shop with a retailer, per recently-released results from a UPS and comScore study. Indeed, a recent MarketingCharts study found that consumers are most likely to open emails from brands because the subject line promotes a discount or offer that interests them.
Retailers have clearly caught onto this trend, per L2 research, which found last year that some 55% of emails sent during Q1 2014 by the 100 omnichannel retail brands tracked in its study advertised discounts, up from 49% the previous year.
Related: Advertising Channels With the Largest Purchase Influence on ConsumersÂ [download page]
About the Data: UPS developed the study with comScore, Inc. Input was collected from 5,118 qualified panelists in January and February 2015. Shoppers were required to have made at least 2-3 online purchases in a typical 3-month period.