News

Study shows e-mail campaigns drive offline shopping behavior

February 22, 2009

DALLAS — The receipt of permission-based e-mail makes shoppers more likely to do business with a retailer, in addition to generating a more favorable opinion of the retailer and even a stronger sense of loyalty to the retailer's brand, according to the latest Epsilon research.

By the numbers, an Epsilon nationwide survey of consumers yielded the following results:

• 56 percent of recipients of permission-based e-mail from retail companies said they are more likely to make purchases from the sending retailers;
• 52 percent said they have a more favorable opinion of the retail companies that send them e-mail because of the communications they receive;
• 48 percent feel more loyal toward the retailers and their products as a result of receiving permission-based e-mails.

"While e-mail marketing programs have become standard in the retail industry, measuring the impact of e-mail communications on offline sales and the lasting impressions of brands is not common," said Kevin Mabley, senior vice president, Epsilon Strategic Services. "The research we conducted expands beyond just online behavior and measurable activities and demonstrates the offline implications and branding halo effect of e-mail marketing."

In another compelling result from the survey research, no less than 87 percent of respondents who receive permission-based e-mail from retail companies said e-mail is a great way to learn about new products.  

Additionally, 63 percent of those who receive permission-based e-mail from retail companies said they want to receive personalized content based on their website activity and past purchases.