Give them content, not just discounts
In a recent email marketing study done by BlueHornet Networks, 95 percent of consumers surveyed stated that they signed up for email because of discounts. While that's almost a self-fulfilling prophecy (since that is how email is positioned to the consumer), 56 percent of consumers also say that they sign up for email because they love the brand or want information and updates.
What does this mean? Marketers should provide consumers with content that engages them and offers them more information about their brands. This is not an all-or-nothing proposition. The trick is in learning how to balance content with promotional offers. Find the right balance by sending a test message that features only 20 percent content and use the remaining space to include a short blurb about a product or potential use. Then drive subscribers back to the website and, don't forget, let them share that content.