Most customers are willing to share their email address with a business for a small incentive such as a discount, found a study between Google and Boston Consulting Group.

According to the study published on January 21, successful marketers build trust with consumers by showing concern for their privacy.

The survey of over 1,000 consumers in the US and Canada in August 2021 found that they are more likely to share their gender, age, zip code, and email with a company rather than their phone number, location, or online activity.

The study found that 30% of respondents were willing to share their email with a company without any incentive, and 90% were willing to do so for the proper benefit.

Discounts and free samples were more convincing for people to share their email than other benefits such as newsletters or community access.


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