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Direct Response Marketing

Permission-Based E-mails Spark Increased Offline Purchases

22 Jul, 2009 Response This Week

DALLAS, Texas – The newly released first-quarter 2009 “U.S. E-mail Trends and Benchmarks Study” by Epsilon shows opt-in communications yield greater consumer response. For the third quarter in a row, the global consumer E-mail study revealed that consumers are more likely to make an offline purchase based on permission-based E-mails.

Kevin Mabley, senior vice president of strategic services at Epsilon says, “Clients who continue to see strong results … segment their subscriber base [and] deliver timely, relevant information.”

The study concludes that sophisticated marketers are producing more successful campaigns by incorporating triggers, transactions, preferences, segmentation and other advanced analytics.

The study also highlights that business products and services, consumer packaged goods, pharmaceutical, telecom and general retail industries saw an increase in all three metrics.

Deliverability remains stable, up to 94.1 percent from 93.4 percent in 1Q 2008; open rates increased to 22.1 percent from 19.9 percent; and click rates increased to 6.1 percent from 2.1 percent.

Epsilon compiled the report through 6 billion E-mails it sent between January and March 2009 for more than 200 of its clients. The report notes that the benchmark data should be used as a guideline, as specifics for each company will determine results.

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