Seeking More Than Sales: Why Shoppers Stay Subscribed To Marketing Messages

A good deal or promotion is not only what’s most likely to bring a shopper back to a brand, according to a recent study by Attentive, but also keep them subscribed to messages and, perhaps most importantly, “turn new customers into regulars.”

“The main reason shoppers stay subscribed to marketing messages is to be notified of sales or promotions,” writes Angela Rollins in the 2026 State of Loyalty & Retention report of the 71% of shoppers pointing to those notifications as the reason for continuing their subscription, but as the report spells out, “it’s not the only reason.”

Other reasons of note included product launch announcements (41%), seasonal ideas (29%), saved item reminders (26%), and new product recommendations (25%), with older shoppers showing preference for deals and younger consumers preferring a broad mix.

(Source: Attentive)

“To keep subscribers engaged, match your content to the reason they opted in … then deliver that content in ways that feel timely and useful,” writes Rollins. “Shoppers’ go-to brand list is small. Earning a spot takes consistency: a product experience that holds up, messaging that proves value, a frictionless shopping experience, and a customer journey that rewards loyalty.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: