If you think you can’t afford to include economic offers in your emails, consider this:

The primary reason people sign up for marketing emails is to receive discounts and promotions, according to a recent 2016 survey of 1,251 U.S. consumers between 14 and 67 years old by Adestra.

Some 85 percent of respondents said savings is the most important reason they opt into email lists. Less than half of the respondents said they sign up to get product and service updates; And a handful of other reasons given don’t come close to discounts as a motivator for email sign-up.

According to other data from Adestra, 80 percent of consumers (across all demographics) actually unsubscribe from emails they no longer wish to receive.  That means to avoid an exodus from your list, you’ve got to give your contacts what they want.

Your contacts are arguably your most valuable business asset.  Losing the opportunity to regularly communicate with them because they aren’t interested in what you’re sending may be costing you much more than a discount.

What you offer is also important, according to the Adestra data.  The type of discount people most want in marketing emails is a percentage off (35 percent say they prefer these most), followed by free shipping, free trials and dollar-off promotions. For 19- to 34-year-olds, percentage-off discounts are even more compelling (87 percent).

The better you are at understanding what your customers want, and giving it to them, the more successful-and cost-effective-your marketing will be.  So test frequently, and let your own results drive your marketing campaigns.  It pays-big-to get it right.

Still not convinced?  Hold on to your coffee cup and read these stats:

• 76 percent of consumers are willing to trade personal information for relevant offers (Forbes)
• 40 percent of consumers would unsubscribe from a brand’s marketing if the coupons/incentives were not good enough (Vibes)
• 96 percent of consumers use discount offers for purchases (RetailMeNot)
• 90 percent of affluent shoppers use coupons for discounts (Valassis)
• 73 percent of US online women have printed a digital discount/coupon (shop.org)
• 59 percent of consumers say that out of all the different types of promotions a brand can offer, digital discounts still influence them the most (RetailMeNot)
• 68 percent of consumers always use deals, promotions and coupons, and the rest do sometimes  (Blackhawk Engagement)