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by Alex Palmer | October 28, 2014
Discounts are the top incentives driving consumers to sign up for emails from companies, a new study finds. According to the "2014 Consumer Views of Email Marketing" report from email marketing firm BlueHornet, found that more than 80 percent of respondents cite "receiving discounts" as the most important reason for signing up to receive emails from a company.

"Discounts" refers to a variety of benefits, both monetary and non-monetary. While 42 percent of respondents indicated that money off the price was the most attractive discount for them, this was followed by free shipping (24.8 percent), a percentage discount (22.4 percent), and buy one, get one free (8.1 percent). 

Preferences for the various shopping incentives varied depending by age. Percentage discounts are most popular among those in the 24-to-34 age bracket (attractive to 34.1 percent), this steadily decreases among those in the 35-to-45 (26.5 percent), 46-to-55 (19.7 percent), and 56-to-65 (15.0 percent) age brackets. The opposite occurs on the question of free shipping, with the lowest interest coming from the 25-to-34 age bracket (13.9 percent) before steadily increasing among those 35 to 45 (18.5 percent), 46 to 55 (21.7 percent), and 56 to 65 (35.5 percent).

The study, which is based on the responses of more than 1,000 U.S. consumers ranging in income from less than $15,000 per year to more than $100,000, polled respondents about their email habits, purchasing behavior, and use of mobile devices and social media.

On the social-media front, the report found that the top reason consumers are enticed to connect with a brand on Facebook is "Want deals and specials," with 33.6 percent citing that reason.

"Consumers love discounts," concludes the survey's authors. "Experiment to find what types of offers best resonate with your audience. Be sure to take age into consideration, as it affects the types of coupons to which they respond and the type of offers they want."

To read the full report, go here.