Monday, February 23, 2009

Permission-based Email

Epsilon Research has completed a nationwide survey of consumers regarding the use of permission-based email. While the sample size was not given, the results appear to make sense. Permission-based emails are sent to customers who have given permission to receive emails from the retailer. The emails appear to have generated a favorable opinion of the retailer and increased the sense of loyalty. Some of the statistics from the study are:
1. 56 percent of the email recipients said they are more likely to make purchases from sending retailers.
2. 52 percent said they have a more favorable opinion of the retail companies that send them permission-based emails.
3. 48 percent feel more loyal towards the retailers and their products as a result of receiving the permission-based emails.
4. 63 percent of those who receive permission-based emails from retail companies want to receive personalized content based on their website activity and past purchases.

The bottom line is that we have seen once again that a positive contact with the customer builds loyalty. The customer has given permission to the retailer to send emails regarding purchase opportunities and the reaction by the customer has a similar result, but most likely a lesser extent, as talking with them. Personal contact between the retailer and the customer is one of the three components of loyalty that has been mentioned in previous blogs. The three are product, service and relationship. Research continues to support the notion that relationship may be the most influential component of loyalty.

1 comment:

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