Want to get consumers to sign up for that e-mail campaign? Try sweepstakes.
The marketing tactic was found to be the No. 1 motivating factor in getting consumers to participate in an e-mail marketing campaign, according to a Quris report by eMarketer, New York.
The following factors motivated consumers to participate:
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Sweepstakes or chance to win 41%
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Already customer/favorably predisposed 40%
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E-Mail address required to access valued content 38%
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Found site randomly (search engine) 37%
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Friend recommendation 24%
Other factors drove consumers away from e-mail promotions.
Some 68% of e-mail users were annoyed by messages that arrived too frequently. More than 50% lost interest, and more than one-third found the messages boring. Another 34% said e-mails offered no significant value and 30% suspected the company of sharing their e-mail address.
Overall, the study found that too many e-mails are not good and that existing customers are prime prospects.
The Quris survey queried 1,691 US e-mail users from a panel of 2.4 million.
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