Epsilon survey shows positive shopper feedback to permission-based e-mails
DALLAS The receipt of permission-based e-mail makes shoppers more likely to do business with a retailer, in addition to generating a more favorable opinion of the retailer, and even a stronger sense of loyalty to the retailer’s brand, Epsilon announced Monday based on its latest research.
By the numbers, an Epsilon nationwide survey of consumers revealed that 56% of recipients of permission-based e-mail from retail companies said they are more likely to make purchases from the sending retailers; 52% said they have a more favorable opinion of the retail companies that send them e-mail because of the communications they receive; and 48% feel more loyal toward the retailers and their products as a result of receiving permission-based e-mails.
“While e-mail marketing programs have become standard in the retail industry, measuring the impact of e-mail communications on offline sales and the lasting impressions of brands is not common,” stated Kevin Mabley, SVP Epsilon Strategic Services. “The research we conducted expands beyond just online behavior and measurable activities, and demonstrates the offline implications and branding ‘halo’ effect of e-mail marketing.”
In another compelling result from the survey research, no less than 87% of respondents who receive permission-based e-mail from retail companies said e-mail is a great way to learn about new products. Additionally, 63% of those who receive permission-based e-mail from retail companies said they want to receive personalized content based on their Web site activity and past purchases.
In other key retail findings, respondents said they took the following actions as a result of receiving permission-based e-mail from a retailer:
* 88% download/print a coupon; * 79% click a link in an e-mail to learn more; * 75% purchase a product online; * 69% research retail locations that carry a product; * 67% purchase a product offline; * 60% try a new product for the first time; * 55% share a coupon or forward the e-mail; * 33% type/copy the URL into their browser.