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Permission-based Email Makes Shoppers More Likely to Buy

I wasn’t surprised by the results of the ROI Research, of Lancaster, PA, conducted on Epsilon’s behalf that showed that receipts of permission-based email 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. It makes sense to me that if a consumer opts in to give you permission to email them, they are more predisposed to buy from you. It is not a guarantee. Consumers forget that they opt-in for emails. But if the email is relevant and the consumer asked to receive it, you would expect the conversion rate to be better.

Some other interesting finding related to the study include:

  • 56% of recipients of permission-based email from retail companies said they are more likely to make purchases from the sending retailers;
  • 52% said they have a more favorable opinion of the retail companies that send them email because of the communications they receive;
  • 48% feel more loyal toward the retailers and their products as a result of receiving permission-based emails.
  • 87% of respondents who receive permission-based email from retail companies said email is a great way to learn about new products.
  • 63% of those who receive permission-based email from retail companies said they want to receive personalized content based on their website activity and past purchases.

In other key retail findings, respondents said they took the following actions as a result of receiving permission-based email from a retailer:

  • 88% download/print a coupon;
  • 79% click a link in an email to learn more;
  • 75% purchase a product online;
  • 69% research retail locations that carry a product;
  • 67% purchase a product offline;
  • 60% try a new product for the first time;
  • 55% share a coupon or forward the email;
  • 33% type/copy the URL into their browser.