Email Marketing Proven to Build Loyalty

March 9, 2009 | Branding and Rebranding, Business

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A recent study shows that permission-based email campaigns overwhelmingly have a positive influence on consumer behavior. The study of 1517 consumers, completed by marketing agency Epsilon, showed that 57% of consumers feel they have a more positive impression of companies when they receive email from them. In addition, email builds consumer loyalty, increases purchasing both on- and off-line, and generates a positive impression of the sending company.

Highlights of the study

This study was focused on businesses in Financial Services, Retail, Consumer Packaged Goods, and Pharmaceuticals/Healthcare, but the statistics are so overwhelming there should be a takeaway for all businesses. Also, the study was not just focused on open and click-through rates, it was looking to shed light on brand building. Some things that really jumped out at me:

  • 57% of respondents said they remembered a company when making a purchase online, even when they didn’t use the email link itself to make the purchase.
  • 50% said they’re more likely to buy products from companies who send them email, whether their purchases are online or at a place of business
  • 84% said “even if I don’t read it, it’s good to know it will be there when I’m reaady for it.” The response rate is up significantly from 69% in the 2005 study. This suggests that familiarity, trust, and brand recognition are at work, even if it’s a gradual building process.

Time to build your email brand

If you’re now convinced that email marketing should be part of your marketing plan think one step further to what this report is saying. You need to use the email to build a brand. That means a consistent look & feel from your print materials, to your web site, to your physical space (if that applies). It’s hard to be remembered and build loyalty if you aren’t a recognizable entity.

If you need help with building your email campaigns, contact us. We have several different tools we work with to build effective email marketing and newsletters.

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