People want great offers. That's the primary reason they opt-in for permission-based communications from brands, whether in the form of "liking" a brand on Facebook or subscribing to an email list, according to a new survey from Constant Contact and Chadwick Martin Bailey.
Among email users surveyed, the top reasons to subscribe to an organization's email list are to receive discounts (58%) and special promotions (39%), whereas motivations such as receiving exclusive content (26%), staying informed (26%), and showing support (25%) are less important.
Similarly, Facebook users cite receiving discounts (41%) and promotional offers (28%) as their top reasons for "liking" a brand on Facebook.
Roughly one-quarter (27%) of Facebook users like brands to support them (27%), and 22% do so to demonstrate that support to others.
Below, additional findings from the study titled "10 Facts About Why and How Consumers 'Like' and Subscribe."
'Unliking' and Opt-Out Patterns Also Consistent
Producing content that is not relevant (42%) and over-communicating (42%) are the top reasons brands drive consumers away from their Facebook pages.