Half of US consumers prefer hearing from retailers by email than via social media, text, display ads or mobile apps, according to a survey report from Yes Lifecycle Marketing. However, the study indicates that the vast majority ignore at least some emails from retailers.
The survey asked more than 1,000 US consumers who have made a purchase online with retailer in the past year why they remain subscribed to retailer emails that they don’t read. (Just 1 in 7 said that they unsubscribe from the emails they don’t read.)
The leading reason given is that recipients scan the subject line to see which emails they want to open (42%). This beat out other reasons including wanting to get free stuff on anniversaries and birthdays, and factors preventing them from unsubscribing (such as being too busy or not finding the unsubscribe button).
Together, these findings suggest that consumers have a large volume of retailer emails in their inboxes, and are scanning subject lines to decide which ones to open. Read the rest at Marketing Charts.