February 2011 research from Yahoo! Mail and Ipsos OTX MediaCT found that US adult internet users subscribe to an average of almost three daily or weekly shopping emails or newsletters, and 56% of internet users subscribe to at least two of the emails.
Subscribers also say they regularly read the emails. Among those who subscribe to at least two, 61% said they read all of the messages. And most access the emails at least once a day.
More than six in 10 respondents reported subscribing to more of these emails now than last year, and nearly half were still excited enough about them that they said they “can’t wait” to see the latest deals in the messages.
The survey also found that for most consumers, daily deal emails are appearing in their main inbox. Just 27% of internet users said they had a separate email account for such offers, further reinforcing the perception among subscribers that these emails are desirable and relevant.