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Our motivation for opting in to marketing emails somewhat different from what most studies show regarding liking brands on Facebook or following them on Twitter.
Discounts and promotions were the clear winner, followed by freebies and sales.
Reasons like wanting to interact with the brand or show their support came in at the bottom of the list.
Public nature is still opting to join fan pages, like brands or follow marketers means motivations like showing support for the company are also important to social marketing.
In a Morpace survey, that was the top reason to join a fan page. Other researchers also found substantial numbers of respondents eager to show their support or follow brands simply because they were customers.
These motivations bolster assumptions that email is a more passive channel, while the more active brand advocates are to be found following brands on social sites.
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