Email Marketing Survey: More Subscribe to Email Than Social Media Updates

Companies have been using email as an avenue to reach consumers for many years. But recently, some have claimed that email marketing is losing some of its influence in favor of newer methods like social media. How many consumers currently subscribe to emails from their favorite companies, and how many would rather receive social media updates?

email marketing

Email Marketing

In Ask Your Target Market’s latest survey, 39% of consumers said they subscribe to many email lists from companies or brands. Another 32% said they subscribe to emails from one or two of their favorite brands. 15% said they don’t subscribe to any emails from companies, but they sometimes receive them anyway. And 15% said they don’t receive any emails from companies or brands. Women were 5% more likely to subscribe to many company updates via email.

Of those who do, 16% said they always read the emails they receive from brands. 31% said they read marketing emails most of the time. 30% said they read these emails about half the time. 17% rarely read emails from brands. And 6% said they never read them.

Reasons for Subscribing

Of those who subscribe to these email lists, 83% said they do so for access to discounts or coupons. 41% said they subscribe for updates about new products or services. 25% just subscribe because they just like supporting their favorite brands. 24% like receiving updates on company information. 24% like receiving interesting articles or content. And just 5% had other reasons, such as to enter contests or sweepstakes.

Social Media Use

On the other hand, 25% of consumers said they subscribe to updates from many of their favorite companies or brands via social media. And 26% said they subscribe to just one or two brands using social media sites. 10% said that they don’t subscribe to any updates from these brands, but sometimes receive messages or other correspondence from them via social media. And 40% don’t connect with any brands on social media sites at all. Respondents under 35 were 6% more likely to subscribe to brand updates via social media.

Of those who do, 13% said they always read the brands’ posts or updates. 33% said they read the posts most of the time. 31% said they read posts from brands about half the time. 22% said they rarely do. And just 2% said they never read brands’ posts on social media sites.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Inbox Triage With Gmail from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on September 28 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.