Upon browsing my inbox yesterday afternoon my eyes were hypnotically drawn to an email message with a subject line calling out “free ice-cream!”    Sold.  I quickly opened the message, printed the coupon; which was buy one get one free, and headed straight to the store to redeem my frosty treats.  Yes, I ate both if you have to know.  Hot summer days often leave me feeling gluttonous and craving sugar.

The point of the story here is not that I have to rethink my diet, but that receiving messages like this is what I love about email.  And I’m not alone.  According to a CrossView survey among US shoppers in various states, there is a significant consumer preference for receiving promotions via email as opposed to other methods of delivery.

Why email?  Maybe it’s the ease of receiving and redeeming a promotion; it comes directly to you, often personalized, without you having to search and scour for discounts like my Mom used to do in the old Sunday circular.  It’s also a deal you likely want based on emails you’ve signed up for in the past.   So until I am ready to register to receive news and promotions from health food stores, I expect to see discounts for ice cream because it is what I want.

Furthermore, the study reveals 35% of consumers said they were specifically shopping due to receiving a promotion from a retailer.  That makes perfect sense.  Ice cream was not originally on my menu for the day until I saw the coupon.

So this news is really a win-win for consumers and marketers.