How to Get That Precious Email Address: A New Study by LiveIntent

Close to 40 percent of brands are increasing their email budgets.  Although consumers’ inboxes remain packed, email marketing remains one of the most effective options for targeting and attribution.

A new survey by LiveIntent offers some compelling data and implications for those MULO (multi-location) marketers using email as part of their marketing strategy.

The biggest takeaway is that offering a valuable freebie is the most effective way to get consumers to give up their valued email addresses.

LiveIntent Pulse is the company’s research arm that delves into critical trends within the advertising industry.  A study of more than 1,000 U.S. consumers revealed that more than half (52%) of those surveyed said they would subscribe to a newsletter if the brand behind it offered free access to exclusive content.

Another 29% of subscribers said they would be willing to subscribe “solely based on content quality and brand reputation.” Only 19% said they were unwilling to subscribe, even if they liked the brand and got free content.

“The data says brands have to leave a little something out of reach for consumers and only give it to those who sign up for their email newsletters,” – Adam Berkowitz, Chief of Staff at LiveIntent.

Although about a quarter (23%) of those surveyed said that discounts are not enough to drive email sign-ups, 45% said that they would provide their contact information if they got money off their first purchase.

Another 32% said they would consider subscribing if the brand reputation and value of the discount were compelling.

However, not all deals need to be discounts. The study revealed that 39% of the consumers surveyed would provide their contact information for educational content.

AI is continuing to change all aspects of the email marketing process, with automation enhancing:

• Creative development
• Targeting and retargeting
• Analytics

Marketing pundits have already begun making their email predictions for 2025. Hyper-personalization and segmentation are among the top trends. 

But, as in all aspects of marketing, the human touch will continue to play a role. Just as personal shoppers in the old days of retail knew their top customers and called them when new merchandise and styles came into inventory, brand marketers now have a precise and speedy way to serve up exactly the type of deals and opportunities the consumer really wants.

Avoid these pitfalls, remembering that real-life fingers are hovering over those “unsubscribe” buttons!