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What Influences Consumers to Purchase From Marketing Emails?

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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.


Consumers across all generations say they are more likely to check their inboxes for marketing emails when they feel loyal to a brand, expect to receive recommended products, and know that the transaction process will be relatively easy.

Centennials value recommended products more, and are influenced by brand loyalty less, than are older generations.

More than one-third of consumers (36%) say have opened a separate email account just for brand communications. This behavior is much more common with Millennials (58% have at least one additional account for marketing emails) than with Baby Boomers (26%).

Consumers with marketing-only email accounts check their inboxes for marketing messages more frequently than consumers who have only a single personal email address.

About the research: 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).


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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

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  • by Haggag Mon Jun 26, 2017 via web

    Another fantastic post, thank you Ayaz

  • by Nisha Garg Wed Jun 28, 2017 via web

    Very Fantastic Blog, Email marketing tests and studies reveal that email marketing can affect consumer behavior, even convincing consumers to go to websites for more information or to make a purchase. Your blog giving such a useful information but I want to know more strategy for email marketing can you suggest me ? I also share similar information in my blog (inbox blueprint 2.0).

  • by Expressly Fri Jun 30, 2017 via web

    Thanks for the article, Ayaz. There's some great information here.

    "followed by ease of transaction (88%), and easy online/mobile purchasing (74%)."

    I think most of us would agree that mobiles can be awkward at times. They are not as easy to use as computers with keyboards, yet their use is still on the rise. With this in mind, it is best to try and make your website as easy to use as possible.

    Forms can be particularly problematic for mobile users, but information is required if orders are to be processed. We have a solution that allows visitors to be taken straight through to the buying page of a product without the need to fill in forms. This is thanks to a network of marketers that are able to share necessary details, with the customer's permission of course.

    Being taken straight through to the sales without having to fill in forms helps to increase conversions considerably. The improved user experience also helps to build brand value, encouraging customers to return again in the future. It's a system that benefits customers and store owners alike.

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