• by Ray Schultz , Columnist, September 11, 2024

Consumers will sign up for email newsletters — if they are offered something of value, according to a study by LiveIntent.  

Of the consumers polled, 52% way they will subscribe to a brand’s newsletter only if it provide free access to content they would have not seen otherwise. In particular, 39% would sign up if the content is educational.

However, 29% assess the content quality and brand reputation when deciding to subscribe, especially helping brands that invest in exclusive content. But 19% are unwilling to sign up even if they like the brand and receive free content.

Another 45% would subscribe if they received a discount on their first purchase. But 32% would consider both the brand’s reputation and the value of the discount. And 23% have no interest in subscribing for a discount.

In general, 63% are comfortable providing their email address if the value proposition is right. But 27% are neutral. Only 10% are uncomfortable with the idea outright. 

“The data says brands have to leave a little something out of reach for consumers, and only give it to those who sign up for their email newsletters,” said Adam Berkowitz, chief of staff at LiveIntent.

LiveIntent’s research arm, LiveIntent Pulse, recently surveyed 1,000 U.S. consumers.