Your Customers WANT You To Email Them (and They’ll Buy More From You If You Do)
By Anna Johnson on February 26th, 2009Research by Epsilon and ROI Research indicates that customers appreciate and respond positively to companies that send them email. Not only that, a good portion are more likely to buy from such companies.
In their report, ‘Beyond the Click: The Indirect Value of Email,’ Epsilon / ROI Research found that 57 percent of consumers had a more positive impression of companies they had bought from when they received email from them, and 40 percent said such email made them more likely to buy from such companies in the future.
Also noteworthy, 84 percent of those surveyed said they liked receiving email from companies they had registered (i.e. opted in) with, and more than half saved the messages for later review.
Focusing, in particular, on the online travel industry, Epsilon and ROI Research found that travel email recipients valued email even more than recipients of email from retail, consumer packaged goods, pharmaceutical or finance companies.
63 percent of travel email recipients said in October 2008 that they were more likely to buy from companies that emailed them.
Another encouraging statistic – 92 percent of travel email recipients considered email a ‘great way’ to learn about new products and offerings.
Source: eMarketer, “The Powerful Potential of Permission-Based E-Mail,” eMarketer, February 24, 2009
