Online shoppers who have opted in to receive promotional emails from retailers not only welcome relevant product recommendations in the messaging they receive, but would also be prepared to share personal preferences in order to receive those personalized recommendations. That’s according to survey results from Listrak, which also found respondents willing to receive more of the personalized emails and likely to act on them.
The data points to a receptive and responsive opt-in subscriber. For example:
- 7 in 10 respondents would be willing to share personal preferences in order to receive emails more relevant to to them;
- 8 in 10 would be at least somewhat willing to receive additional promotional emails each week from select retailers if they were personalized on the basis of past shopping habits;
- 3 in 4 feel that they would be more likely to purchase items online or in-store if the emails featured personalized products; and
- 8 in 10 would be at least somewhat likely to buy more items if they received these personalized emails.
Also of note: respondents (each of whom shops online more than twice a month and has signed up to receive promotional emails) were particularly interested in being alerted to sales on items they frequently buy, with 90% saying this would be helpful to them. A recent study from Synquera similarly found that 85% of shoppers claim that they would be more likely to return to a retailer if they were made aware of upcoming sales on products they had previously purchased. The top way by which respondents to that study would want to be notified of upcoming discounts? Email.
About the Data: The Listrak survey was conducted online within the United States by Harris Interactive from December 11-13, 2013 among 2,019 adults ages 18 and older. The online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.