Email marketing continues to elicit high response levels

Email marketing is still a valuable part of the e-marketing mix, according to new data from marketing services company, Epsilon.

by Helen Leggatt

epsilon%20logo.gif Epsilon's survey of more than 400 home-based email users found a high level of responsiveness to email marketing communications. Eighty-four percent claimed to have clicked-through to offers from relevant messages and 73 percent reported having made an online purchase as a result of receiving a relevant email offer.

"Consumers are attesting to the power of email marketing - they trust it, they respond to it, and they take proactive steps to ensure that they get messages from companies they do business with," said Ragy Thomas, president of Epsilon´s Interactive Services group.

Epsilon’s data also showed a high number of purchases resulting from email marketing messages were made offline, with 86 percent making an in-store purchase as a result of an email offer.

Over half of respondents, 51 percent, had forwarded marketing messages on to friends. Seventy-eight percent had even added email marketers to their address books.

“Email marketers must continue to strive for relevance and take the initiative to ensure that their messages reach their customers, and are welcomed by their customers, and inspire their customers to become brand advocates,” said Thomas.