The Message from UK Consumers that Marketers May Not Hear

Discounts are the thing

February 16, 2017 | Marketing

Marketers may think they know what makes for compelling and effective emails, but consumers see things differently.

A December 2016 survey by the Direct Marketing Association UK (DMA UK) found that UK marketers tend to consider credibility and trustworthiness as key to an effective mailing.

UK internet users, on the other hand, were more likely to look for value: Discounts, promotions, free samples and free delivery were at the top of their list.

Fully 45% of internet users said they consider money-off discounts a reason to sign up for a mailing. By contrast, only 14% of UK marketers thought these discounts would get people to subscribe.

Likewise, just 20% of marketers surveyed believed a percentage-based discount would lead consumers to sign up for marketing emails, while 41% of internet users said the same.

And 35% of UK internet users pointed to free samples or gifts as reasons for subscribing, while just 8% of marketers agreed.

Marketers, meanwhile, believed offers of exclusive content were an effective incentive. Some 29% said they found it to be a good reason to subscribe to emails, while just 5% of internet users said the same.

—Ben Clague