16 July 2010 17:06
Respondents to email campaigns from marketers are very differently motivated from social media users, according to new research.
ExactTarget has found in a new study, that consumers targeted through email were most motivated to give out their email address by deals and discounts, eMarketer has reported.
The results could challenge the idea that email is the "more passive channel", claims the site.
More than two-thirds of US consumers responded to money-off deals, while 55 per cent were willing to give out their details for a free gift.
Half would register for updates on future sales, and one-third to "get access to exclusive content".
However, only 11 per cent would join to "show their support", with only a marginally smaller percentage (14 per cent) joining to "interact" with the brand.
Motivations given by email respondents were in inverted order for social media users of 'Fan' pages.
In a survey by Morpace in March, also reported in eMarketer.com, almost half (41 per cent) said they joined Fan pages to let their friends know what products they support.
Posted by Stanley Jack
