Survey Shows Benefits of Permission-Based E-mail Marketing
Eighty-four percent of respondents said they like receiving e-mail from companies with whom they register, because even if they don’t always read the messages, they feel it’s good to know the information or offers will be there when they’re ready.
This was a key finding from a permission-based e-mail branding survey commissioned by marketing services firm Epsilon. The survey, conducted by ROI Research, explored the impact of permission-based e-mail marketing as well as specific vertical product categories, such as financial services, retail, consumer packaged goods and pharmaceuticals/health care. The survey of 1,517 consumers, which was conducted in mid-October, builds on similar research conducted by Epsilon in 2005.
The survey shows that permission-based e-mail has a better reputation today than it did in 2005. In that year, for example, only 69 percent of respondents to the Epsilon survey said they liked to receive e-mail messages from companies with whom they registered.
Additional survey results include the following:
- 71 percent of respondents remember e-mail communications when making purchases at the sending company’s Web site;
- 57 percent of consumers have a more positive impression of companies when they receive e-mail messages from them;
- 50 percent of respondents are more likely to buy products from companies that send them e-mail messages, whether their purchases are online or offline, up from 37 percent in 2005;
- 67 percent of respondents said they purchased products offline as a direct result of receiving an e-mail from a retailer;
- 60 percent of women and 49 percent of men regularly save e-mails in their inboxes to refer to later when making purchases;
- 40 percent said that by simply receiving e-mails, they're more likely to purchase from the companies that sent them;
- 33 percent of respondents said they usually visit sites directly instead of clicking on e-mail links; and
- in 2005, 43 percent of respondents said it would be OK for companies they know and trust to send e-mails more frequently. In the recent study, that number dropped to 29 percent. This illustrates that the relationship between consumers and e-mail marketers was more fragile in 2008 than three years prior, according to Epsilon.
For more information on the report, go to www.epsilon.com/pr/emailbranding.