A report from Constant Contact found that 26 percent of consumers and B2B buyers subscribe to email campaigns to read original content from businesses.

A report from Constant Contact found that 26 percent of consumers and B2B buyers who subscribe to email marketing campaigns do so for access to exclusive content. While discounts and offers were the most popular reason (cited by 58 percent of respondents), developing website content and promoting it in email campaigns can drive traffic and conversions.

Constant Contact’s report detailed a number of reasons people subscribe to email campaigns. In addition to “exclusive” content, 26 percent said they subscribe to and open email campaigns to remain informed about the companies they do business with. With original email content, businesses can provide subscribers informative campaigns that link back to websites and drive them through the conversion funnel.

Integrating email with a content marketing campaign helps organizations achieve multiple goals in terms of increasing brand recognition and driving traffic.

Brafton recently highlighted an email marketing campaign from Columbia Sportswear, which focused on using its content to provide timely industry updates and links to website content, rather than just promotions. The strategy resulted in a 40 percent increase in open rates, demonstrating that relevant information with clear calls to action is the best way to encourage clicks to a website from an email campaign.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.