87% of mothers who agree to receive e-mail from retailers hope to get some coupons

97% of mothers and expecting mothers surveyed by EmailLabs and Lucid Marketing said they receive at least some e-mail from commercial marketers, with 88% saying they subscribe to between one and 10 e-mail newsletters (63% subscribe to 1-5 e-mail newsletters, and 25% subscribe to 6-10 newsletters). 30% reported always unchecking the opt-in box when making an online purchase, to avoid receiving a new promotion or newsletter. When respondents were asked why they agreed to receive e-mail from retailers, 87% said they did so to receive coupons or discounts, while 69% said they wanted to learn about sales. Other common reasons included learning about new products (42%), receiving relevant information (41%), and receiving information about events (26%).