Beyond the Click: The Indirect Value of Email

Make a Vital [and Personal] Connection
We all agree that generic and numerous emails from companies drive us crazy. Clicking on that “unsubscribe” link feels powerful and sends a message:  Leave me alone!  This is definitely not the message that you want to receive from your customers.  So how do you craft a marketing campaign that increases brand loyalty and effects buying behavior?  Especially when 67% of respondents say they will purchase products offline as a direct result of receiving email from a retail company?

Email is both a cultural and marketing phenomenon.  In its relatively short lifetime, email has become so widespread and so often used, that it has firmly been established as an integral part of a multi-channel marketing scheme.  In fact, it has surpassed other channels in almost every dimension – volume, frequency, and ease of execution - just to name a few.
 
Some consumer insights include:

• 84% of respondents say they like receiving email from companies with which they register; this is up from 69% in a 2005 study.
• 71% remember email communications when making purchases at the sending company’s website.
• 60% of women and 49% of men regularly save email in their inbox to refer to later when making purchases.

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