What Does It Take to Get Consumers to Share Their Email?

A look at what incentives increase the value proposition between online retailers and shoppers—and why it matters

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Is the promise of “free shipping” or “10% off the first purchase” enough to convince customers to share their email address?

Marketers are working really hard to find out. Once they have that all-valuable email address, they’re able to retarget web visitors; communicate new product arrivals and promotions; and ultimately, make sales.

That means brands are experimenting with the value exchange between them and customers. They’re offering everything from free shipping to a percentage off purchase to early access to new products. 

And while cell phone numbers are desirable, they’re not nearly as valuable as email.




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