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Much as consumers dislike being spammed, an Epsilon study released this week says those who’ve signed up to receive “permission-based e-mail” from retailers are happy to get it.
In the polling (fielded last October) of people who’ve opted in to receive such e-mails, 56 percent of respondents said the messages make them more likely to buy from a store that sent them. Nearly as many (52 percent) said the e-mails give them a more favorable opinion of the store, and 48 percent feel “more loyal” toward the retailer as a result of the messages.
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