Permission-based email aids loyalty to CPGs

The receipt of permission-based email from a consumer packaged goods company positively influences consumers' offline purchasing decisions, enhances the company's reputation and generates loyalty to its brands, according to research from loyalty marketing firm Epsilon.

Email communications elicit behaviour from consumers that is measurable by marketers as well as behaviour that is otherwise difficult to track. When asked how often consumers took the following actions as a direct result of receiving permission-based email from a CPG company, on a four-point scale, the survey revealed that:

• 91% of respondents downloaded or printed a coupon;
  
• 81% clicked on a link in an email to learn more;
  
• 76% tried a new product for the first time;
  
• 75% read company or brand content;
  
• 67% researched retail locations that carry the product;
  
• 66% ordered a product sample;
  
• 65% shared a coupon or forwarded the email;
  
• 65% purchased the product online;
  
• 34% typed or copied a URL directly into their browser.

The report has been made available for free download from Epsilon's web site - click here (PDF document; no registration needed).