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SubmitEmail Marketing Leads To Online And Offline Purchases
By Mike Sachoff
Staff Writer
Article Date: 2009-02-24
The advantages of permission-based email marketing campaigns goes beyond ecommerce transactions and have a positive impact on purchasing behavior and consumer loyalty in the offline world, according to a new survey from marketing firm Epsilon.
More than half (57%) of consumers feel they have a more positive impression of companies when they receive email from them. Forty percent said that simply receiving email has a positive impact on their likelihood to make a future purchase at a company.
The majority (71%) of consumers remember email communications when making a purchase at the sending company's Web site and 50 percent said they are more likely to buy products from companies who send them email either online or at a place of business.
"The consumer insights from our Branding Study demonstrate the importance of email marketing as part of a multi-channel communication strategy. Email builds loyalty and brand awareness and drives on- and off-line behavior," said Kevin Mabley, senior vice president, Epsilon Strategic Services.
"While many elements of digital and email marketing are measurable, there are other impacts that cannot be represented by merely by click-thru rates or online purchases."
The email branding research revealed activities that may not be measurable by typical email marketing platforms. For example, 33 percent of respondents said they usually visit sites directly, instead of clicking on an email link. In the retail category, 67 percent said they purchased products offline as a direct result of receiving an email from a retail company.
About the Author:
Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news.