ExactTarget recently released the results of a study measuring what motivates a customer to give their email address.

67% gave out email to receive discounts and promotions
55% gave out email in return for a freebie
50% gave out email to be informed of upcoming sales
45% gave out email to be updated on upcoming products
33% gave out email to gain access to exclusive content
29% were motivated by the promise of fun and entertainment
28% wanted to receive more information on products and services
28% said “to keep informed”
22% wanted to stay abreast of topics the business specialized in
17% gave out their email on a recommendation
14% want to interact with the sender
11% subscribe to show their support

Are you motivating your customers the right way?