E-Mail Campaigns Impact CPG Purchasing

The receipt of permission-based e-mail from a consumer packaged goods (CPG) company positively influences consumers’ offline purchasing decisions, enhances the company’s reputation and generates loyalty to its brands, according to the latest research from Epsilon.

In the key findings from an Epsilon nationwide survey:

--62 percent of respondents said the permission-based e-mail they receive from CPG companies has a direct impact on offline activities such as making purchases and shopping habits
--63 percent said they have a more favorable opinion of CPG companies that send them permission-based e-mails
--57 percent said they are more loyal to CPG companies and their products or brands because of the permission-based e-mail communications they receive

Epsilon’s survey research examined why consumers opt to subscribe to e-mails from companies in the CPG, pharmaceutical, travel, financial services and retail sectors of the economy. The research was undertaken to measure how permission-based e-mail campaigns build brand recognition and customer loyalty, and how e-mail communications influence consumers’ on- and off-line behavior.

CPG scored the highest, compared to all other sectors, when consumers were asked about the relationship between permission-based e-mail and their offline purchasing, opinions of companies and feelings of loyalty.

“Consumer packaged goods companies face a challenge when incorporating e-mail communications into their multichannel marketing mix. They need to engage consumers and find a way to allow them to interact with brands and products both online and offline,” said Kevin Mabley, SVP, Epsilon Strategic Services. “The research shows that the benefits of e-mail marketing campaigns for consumer packaged goods companies extend far beyond the Internet and into stores and homes.”

Dallas-based Epsilon provides comprehensive online and offline marketing services to some of the most recognized brands in the world. Its e-mail branding study is based on a mid-October 2008 survey of 1,517 consumers. ROI Research, of Lancaster, Pa., conducted the survey.

E-mail communications effectively elicit behavior from consumers that is measurable by marketers as well as behavior that is difficult to track. When asked how often consumers took the following actions as a direct result of receiving permission-based e-mail from a CPG company, on a four-point scale the numbers revealed:

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