The latest proof of this is in a survey of ~1,000 consumers conducted earlier this year by BlueHornet, a San Diego-based e-mail marketing services company.
That survey found that the percentage of consumers signing up to receive commercial e-mails in order to receive discounts is a whopping 95%.
So while marketers may want to believe that “engagement” with consumers is all about brand affinity and excitement … all that is much less important to them than simply getting a good deal on the product or service.
There will always be a desire for companies to nurture personalized, relevant conversations with customers via their e-mail communications.
After all, a highly engaged customer base that sees a brand as tops in its field … perhaps leader in innovation and technology … and above all, a brand that makes a true difference in the customer’s personal or business life.
All of these objectives represent Holy Grail of marketing. By all means, marketers can and should strive for this level of brand engagement – however hard to attain it may be.
But to make it a whole lot easier easier, offer a coupon or discount as well. Preferably big.