Survey: Consumers Prefer e-Newsletters for Offers, Information About Grocery Products
A majority of consumers polled recently said they favor e-newsletters as a means for getting information about consumer packaged goods.
That according to a study done by Prospectiv, a provider of online customer acquisition solutions to leading consumer brands.
According to Prospectiv's 2007 Consumer Packaged Goods Survey, 27 percent of consumers polled favor e-newsletters, followed by search tools (25 percent), general savings and shopping sites (14 percent), and branded product sites (also at 14 percent).
Furthermore, when consumers were asked what online resource they most likely would sign up for or join to receive product information, savings offers and tips for consumer packaged goods brands, e-newsletters again ranked first. In fact, 47 percent said they would sign up for a branded CPG e-newsletter for these offers and information, followed by a branded CPG Web site (39 percent) and, lastly, an online community or forum (14 percent).
When asked what ultimately would persuade them to sign up for a brand's e-newsletter, most respondents said they would be persuaded by valuable information and savings offers. For example, 76 percent would sign up for information on specials and savings offers, while 22 percent said they would sign up for information on new product offerings, and only 2 percent for information on where to buy specific products.