May 13, 2009

Why Consumers Subscribe To CPG Emails

Understand How To Find New Email Subscribers And Keep Their Interest

This is the second document in the "Email Subscriber" series.

by Julie M. Katz

with Carlton A. Doty, Thomas Cummings, Emily Murphy

Executive Summary (This is a document excerpt)

Email is a great channel for consumer products manufacturers to spread the word about their products, especially to consumers motivated by family and cost-savings. CPG email subscribers are real fans of the brand, motivated by family, and extra cost-conscious in a down economy. Email marketers should capitalize on the social influence of these devotees to attract their friends as subscribers. And they should tailor messages to consumers' specific preferences and provide savings tools within messages to retain current subscribers' interest.

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