Permission-based email aids loyalty to CPGs

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By: Wise Marketer Staff |

Posted on March 20, 2009

The receipt of permission-based email from a consumer packaged goods company positively influences consumers' offline purchasing decisions, enhances the company's reputation and generates loyalty to its brands, according to research from loyalty marketing firm Epsilon.

The company's survey found that 62% of consumers said that the permission-based email they receive from CPG companies has a direct impact on offline activities such as making purchases and shopping habits, and 63% said they have a more favourable opinion of CPG companies that send them permission-based emails.

Furthermore, 57% said they are more loyal to CPG companies and their products or brands because of the permission-based email communications they receive.

The research was undertaken to measure how permission-based email campaigns build brand recognition and customer loyalty, and how email communications influence consumers' online and offline behaviour. CPG scored the highest, compared to all other sectors examined, when consumers were asked about the relationship between permission-based email and their offline purchasing, opinions of companies and feelings of loyalty.

"Consumer packaged goods companies face a challenge when incorporating email communications into their multi-channel marketing mix. They need to engage consumers and find a way to allow them to interact with brands and products both online and offline," said Kevin Mabley, senior vice president for Epsilon Strategic Services. "The benefits of email marketing campaigns for consumer packaged goods companies extend far beyond the internet and into stores and homes."

Email communications elicit behaviour from consumers that is measurable by marketers as well as behaviour that is otherwise difficult to track. When asked how often consumers took the following actions as a direct result of receiving permission-based email from a CPG company, on a four-point scale, the survey revealed that:

  • 91% of respondents downloaded or printed a coupon;
  • 81% clicked on a link in an email to learn more;
  • 76% tried a new product for the first time;
  • 75% read company or brand content;
  • 67% researched retail locations that carry the product;
  • 66% ordered a product sample;
  • 65% shared a coupon or forwarded the email;
  • 65% purchased the product online;
  • 34% typed or copied a URL directly into their browser.

The report has been made available for free download from Epsilon's web site - click here (PDF document; no registration needed).

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