Email channel = Very profitable for marketers

Though social media seems to be monopolizing consumers’ minds, it seems that one of the traditional channels is still strong. Email, though not seen as exiting as social media, is an easy/low-cost way to reach consumers. And for those consumers who choose to receive emails from companies, it provides a means of communication with that company. In fact a recent study from direct marketing agency, Epsilon, found the following:
56% of recipients of permission-based email from retail companies said they were more likely to make purchases from the sending retailers
52% said they had a more favorable opinion of the retail companies that send them email because of the communications they receive.
48% of respondents reported feeling more loyal toward the retailers and their products as a result of receiving permission-based emails.
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 personalized content based on their Web site activity and past purchases.
75% of respondents reporting purchasing a product online as a result of permission-based email, while 67% reported purchasing a product offline. (This is a huge number, especially because a consumer is going from online (information) to offline (purchase).)
Interestingly, depending on the industry, the email channel may resonate with consumers more. Specifically, Epsilon found that people who receive emails from the travel industry are more likely to make purchases than if they receive emails from other brand companies. There are many positive benefits from sending emails to consumers, even though it may seem less “cool” right now.