The receipt of permission-based email makes shoppers more likely to do business with a particular retailer, as well as generating a more favourable opinion of the retailer and a stronger sense of loyalty to the brand, according to research from Epsilon.
The survey found that 56% of recipients of permission-based email from retail companies said they are more likely to make purchases from the sending retailers.
At the same time, 52% said they have a more favourable opinion of the retail companies that send them email because of the communications they receive, and 48% said they feel more loyal toward the retailers and their products as a result of receiving permission-based emails.
Perhaps surprisingly, most respondents (87%) who receive permission-based email from retail companies agreed that "email is a great way to learn about new products".
Additionally, 63% of those who receive permission-based email from retail companies said they want to receive personalised content based on their website activity and past purchases.
Consumers also confirmed that they had taken certain actions as a result of receiving permission-based emails from a retailer. For example, as a direct result of such an email:
- 88% had downloaded or printed out a coupon;
- 79% had clicked an emailed link to learn more;
- 75% had purchased a product online;
- 69% had researched retail locations to find a specific product;
- 67% had purchased a product offline;
- 60% had tried a new product for the first time;
- 55% had shared a coupon or forwarded the email;
- 33% had typed or copied a web URL into their web browser.
The full report has been made available for free download from Epsilon's web site - click here (PDF document; no registration required).