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E-Mail Growing In Effectiveness
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Feb 28, 2009 by Mark MaierGetting permission to send your audience marketing e-mails and touching on products or services they are researching yields great results according to Epsilon's "Study: E-Mail Strengthens Brand Image, Generates Sales"...."A full 56% of recipients of permission-based email from retail companies said they were more likely to make purchases from the sending retailers. Meanwhile, 52% said they had a more favorable opinion of the retail companies that send them email because of the communications they receive.
In addition, 48% of respondents reported feeling more loyal toward the retailers and their products as a result of receiving permission-based emails.
A clear majority--87%--of respondents who receive permission-based email from retail companies said email is a great way to learn about new products, while 63% of those who receive permission-based email from retail companies said they want to receive personalized content based on their Web site activity and past purchases.
What actions did respondents take as a result of receiving permission-based email from a retailer? About 88% reported downloading or print coupon, while 79% clicked a link in an email to learn more about a particular service, product, or promotion.
Keeping in mind the skewed consumer sample, a staggering 75% of respondents reporting purchasing a product online as a result of permission-based email, while 67% reported purchasing a product offline."
The high open rates on these e-mails and the permission you get to continue the conversation is worth the effort.
