Originally published on eMarketer
Discounts and offers drive participation, but social media followers also want to show support
Consumers connect with brands both via email lists and by “liking” companies on Facebook. While users want to receive discounts and special offers via both channels, connecting with a brand on social media is an added public display of support.Chadwick Martin Bailey
analyzed why consumers engage via email and Facebook and found that receiving discounts and special offers was the top motivation. Of the US respondents who had an email account, 58% cited that as a reason for subscribing to email lists. Other reasons for email participation included taking part in a specific promotion (39%) and because the consumer was a customer or supporter of the business or nonprofit (37%).
On Facebook, the desire to receive discounts and special offers was also the top reason for “liking” a brand, but it was only cited by 41% of US Facebook users, a smaller percentage of respondents than those that subscribed to email lists for the same reason. Additionally, 25% of respondents said they “like” a business or nonprofit’s Facebook page because they want to show their support, and 22% said they wanted to also demonstrate their support to others on Facebook.
Both email and Facebook can be great ways to connect with customers and supporters of a business or nonprofit. Email lists have their benefits, including the ability to have a database of contact information of supporters or customers, but with Facebook, there is the added advantage that the consumer is publicly showing support via a social recommendation. A 2011 study from 8thBridge
found that consumers most often “like” a retailer on Facebook because they purchased a product and liked it; they then used Facebook to provide a straightforward recommendation for friends to see.It still holds that consumers want discounts and deals when they connect with a business or nonprofit via email or Facebook. But, especially as consumers live more of their lives on social networks, connecting to a business or nonprofit on Facebook is not only about promotions, but a way to show public support for preferred businesses and nonprofits.
Originally Posted on MarketingLand
Email and social media are pretty similar when it comes to what drives consumers to connect — or disconnect — with brands.
A new study from email provider Constant Contact and Chadwick Martin Bailey shows that the chance to get discounts and special offers is the primary reason that consumers “like” a Facebook page and why they subscribe to a company e-mail list.
The survey, conducted in late 2011, involved 1,481 adults in the U.S. who completed a 15-minute online questionnaire.
Fifty-eight percent of respondents said they subscribe to a company mailing list to get discounts and special offers, while 41 percent said that’s why they “like” a company’s Facebook page. In both cases, it was the number one reason consumers take those actions (see far right below).
The number two reason was also discount-driven — to “take part in a specific promotion.”
Altruism isn’t much of a factor for consumers — only 15 percent join a mailing list and 25 percent like a Facebook page because they want to support a company/organization that they like (see far left above).
Meanwhile, consumers also have similar reasons for both “unliking” a company on Facebook and leaving a mailing list: too much contact and irrelevant content.
“Too many emails” was listed as the top reason for abandoning a mailing list, while “the content is no longer relevant” was the number two reason. When it comes to unliking a company on Facebook, those same two things tied as the main reason.
The Constant Contact data shouldn’t be a surprise. About 18 months ago, a similar study from ExactTarget showed that discounts and promotions are the main reason why Facebook users “like” a company. And just about a year ago, a separate ExactTarget study also showed that too many posts was the main reason why fans stop following companies on Facebook.
Here’s the full set of slides with additional data from the Constant Contact survey.
10 Facts About Why and How Consumers "Like" and Subscribe
Originally Published on BtoBOnline
Waltham, Mass.—People sign up for email lists and engage with social sites for many of the same reasons, according to a study conducted by email marketing company Constant Contact.
According to “10 Facts About Why and How Consumers 'Like' and Subscribe,” the main reason for an email opt-in was to receive discounts and special offers, cited by 58% of respondents to an online poll in the fourth quarter of 2011, which garnered 1,481 respondents. That also was the top reason people “like” a company on Facebook, cited by 41%.
Taking part in a special promotion was the second most-cited reason people opt to receive email and “like” a company on Facebook; being a customer or supporter was No. 3 for both email and Facebook.