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Study says email and social engagement patterns correlate

Published on .

Waltham, Mass.—People sign up for email lists and engage with social sites for many of the same reasons, according to a study conducted by email marketing company Constant Contact. According to “10 Facts About Why and How Consumers 'Like' and Subscribe,” the main reason for an email opt-in was to receive discounts and special offers, cited by 58% of respondents to an online poll in the fourth quarter of 2011, which garnered 1,481 respondents. That also was the top reason people “like” a company on Facebook, cited by 41%. Taking part in a special promotion was the second most-cited reason people opt to receive email and “like” a company on Facebook; being a customer or supporter was No. 3 for both email and Facebook.
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