Receiving details about new products or offers would appeal to almost half of consumers, a new report has found.
Of the 500 people surveyed, 45 per cent said they would be "interested" in receiving such details and 25 per cent agreed deals offered when checking accounts would interest them.
Author of the study analyst Ron Shelvin from the Aite Group explained the appeal of email marketing to shoppers.
"Consumers are most willing to receive marketing offers through email because it is a manageable channel," he said.
Recipients can decide whether they wish to open the newsletter and they are able to delete it when they choose, making it an appealing form of marketing, he added.
Those interested in rewards programs were found to be more attracted to email newsletters, the study found.
Last month, an article published on the Compelling Marketing Blog told businesses to make sure their email marketing contained relevant and updated content.
It added that publishing the email newsletter on the company website can help with search engine optimization.