Privacy, Exclusivity Among ‘X-Factors’ Driving Continued Growth of Email Marketing

LONDON (24 June 2010) – A new study released today by ExactTarget found women are more likely than men to subscribe to email marketing messages, and more than half of online teens are turning to the channel in search of deals and exclusive offers.

Featured in ExactTarget’s Email X-Factor study, the findings are based on a survey of more than 1,500 consumers aimed at identifying consumers’ motivations for engaging with companies through email, Facebook and Twitter.

“Regardless of age or gender, email is the first place consumers turn when they want ongoing promotions or information tailored to their unique interests,” said Morgan Stewart, principal, ExactTarget’s research and education group. “Consumers are turning to Facebook and Twitter to show support for their favorite brands. However, when it comes to on-going deals, email remains the channel of choice.”

Key findings of the research include:
• Women are more likely than men to sign up for emails in order to obtain deals and promotions (67 percent compared to 57 percent).
• Millennials (consumers age 15 to 24) are twice as likely to subscribe to email (56 percent) in search of on-going deals as they are to search for deals on Facebook (28 percent).
• 81 percent of consumers that receive email marketing messages have been motivated to provide a company with their email address due to some form of promotion.
• 88 percent of women indicate that promotions have motivated them to subscribe to email marketing messages, compared to 70 percent of men.
• 65 percent of women have subscribed to email marketing messages in return for a “free” product, compared to 44 percent of men.
• The average American consumer receives on average 44 emails a day, 12 of which are email they signed up to receive from companies.
• The average teen receives less than half the email of the average adult consumer; however, the amount of email increases significantly when they graduate from high school.

“This research provides new insight into why consumers of all ages are increasingly turning to email to interact with companies amid the explosive growth of social media,” said Peter McCormick, ExactTarget Global’s general manager. “Consumers identified several X-factors that keep them engaging with companies through email, including privacy, their ability to receive exclusive and targeted content and the ability to respond at their leisure.”

Email X-Factor is the second research brief in ExactTarget’s six-part Subscribers, Fans & Followers research series set for release through August. The series provides marketers exclusive insight into how U.S. consumers’ interact with brands online based on a series of focus groups, interviews and surveys conducted in March and April. For more information about the study, to access an interactive application of the Subscribers, Fans & Followers data or to subscribe to receive future research briefs delivered via email, visit

About ExactTarget
ExactTarget is a leading global provider of on-demand email and one-to-one marketing solutions. The company’s software as a service technology provides organisations a single platform to connect with customers via email, SMS text messaging, voice messaging, social media and landing pages. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget’s software powers permission-based multi-channel communications for thousands of organisations around the world including, Aurora Fashions, Papa John’s, Sun Microsystems, Value Retail, World Society for Protection of Animals and Gulf Air. For more information, visit


Media Contacts:
Tom Flisher / Sean Fleming (Octopus PR for ExactTarget) – 08453 700 655 or /
Mitch Frazier (ExactTarget) – 00 1 317 275 5034 or

Published on: 9:48AM on 24th June 2010