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Research shows how email campaigns drive retail sales

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A new study on the effectiveness of email marketing in the retail sector by email services provider Epsilon International has found that 56% of shoppers are more likely to buy from a retailer who sends them email. Additionally, 52% said they have a more favourable opinion of the retail companies that send them email because of the communications they receive and 48% feel more loyal toward the retailers and their products as a result of receiving permission-based emails.

“While email marketing programs have become standard in the retail industry, measuring the impact of email communications on offline sales and the lasting impressions of brands is not common,” says Ian Hitt, managing director of Epsilon International. “The research we conducted expands beyond just online behaviour and measurable activities and demonstrates the offline implications and branding ‘halo effect of email marketing.”

The research also found that:

  • 87% of respondents who receive permission-based email from retail companies said email is a great way to learn about new products

  • 63% of those who receive permission-based email from retail companies said they want to receive personalised content based on their website activity and past purchases.

The researchers also asked respondents about the actions they take as a result of receiving permission-based email from a retailer. They found that:

  • 88% download/print a voucher

  • 79% click a link in an email to learn more

  • 75% purchase a product online

  • 69% research retail locations that carry a product

  • 67% purchase a product offline

  • 60% try a new product for the first time

  • 55% share a voucher or forward the email

  • 33% type/copy the URL into their browser

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