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Parents Want Back-to-School Deals – via Email – Study Shows

Want to reach harried parents with back-to-school offers? Email them.

That’s one takeaway from a new survey on back-to-school shopping patterns by Customer Portfolios.

Of over 5,000 parents surveyed, 71% prefer to hear about discounts via email The next most popular channel is digital advertising, cited by 40%.

Only don’t overdo it.

“Too often we see brands blasting customers without taking the time to educate them about why they signed up for email in the first place,” says Denise DeSisto, VP, marketing automation and product innovation at Customer Portfolios.