More good news for email marketing

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mailbox.jpgADOTAS — Another data slice shows that emails are still kicking.

Financial services companies who send customers opt-in emails gain credibility and brand loyalty, according to Epsilon. The research showed that these campaigns significantly influence online and offline behavior.

“Email marketing is a proven means to develop one-on-one communications and provide valuable and relevant content,” said Kevin Mabley, senior vice president, Epsilon Strategic Services. “Our latest research shows the effectiveness of these programs which drive online and offline behavior, from applying for credit cards to opening new accounts and selecting investment products.”

According to the survey, 54 percent of the respondents had a more favorable opinion of the companies that send them email, and 44 percent said that email from financial services companies make them feel more loyal towards the companies and their products.

The top reasons consumers subscribe to permission-based email from financial services companies were to receive e-statement notifications and to receive account alerts such as statement-ready, fraud protection, overdraft, etc. Over two-thirds want to receive personalized content based on their website activity, past investments, etc.

Epsilon’s email branding study is based on a mid-October 2008 survey of 1517 consumers. The survey, conducted by ROI Research, of Lancaster, PA, explored the general impact of permission-based email marketing as well as specific vertical product categories that included: Travel, Financial Services, Retail, Consumer Packaged Goods, and Pharmaceuticals/Healthcare.

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