Consumers say they are most influenced to make purchases from marketing emails by sales/discounts and brand reputation, according to recent research from Yes Lifecycle Marketing.

The report was based on data from a survey conducted in 2017 of 1,004 consumers who have received a marketing email in the past year. The respondent group was divided evenly among Centennials (age 18-21), Millennials (22-37), Gen Xers (38-52), and Baby Boomers (53-71).

Some 92% of consumers say sales/discounts are an important factor that they take into account when deciding whether to purchase from a marketing email; brand reputation ranks second (90% cite it as an important factor), followed by ease of transaction (88%), and easy online/mobile purchasing (74%).

Centennials and Millennials are more likely to be influenced by personalized content and easy online/mobile purchasing than are Generation Xers and Baby Boomers.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji