The latest research from Epsilon reveals that financial services companies who send customers permission-based email reap dividends in the form of enhanced credibility and brand loyalty. The research showed that these campaigns significantly influence online and offline behavior.

Brand awareness and loyalty improved due to email marketing campaigns by financial services companies. The majority of respondents (54%) have a more favorable opinion of the companies that send them email and 44% said that email from financial services companies make them feel more loyal towards the companies and their products.

“In these tumultuous times in the financial arena, email is a cost-effective and expeditious way to reach out to customers with important information and regular communications. Email marketing is a proven means to develop one-on-one communications and provide valuable and relevant content,” said Kevin Mabley, senior vice president, Epsilon Strategic Services. “Our latest research shows the effectiveness of these programs which drive online and offline behavior, from applying for credit cards to opening new accounts and selecting investment products.”

Epsilon’s survey results demonstrate that permission-based email from financial services companies effectively elicits online consumer action. As a direct result of receiving email:
- 82% of respondents accessed their account via online customer service;
- 71% researched a specific offer online;
- 63% clicked a link in the email to learn more;
- 58% gathered competitive information;
- 42% typed or copied a URL directly into their browser.

Permission-based emails also influenced offline activities by consumers:
- 31% contacted their financial advisor via phone;
- 25% visited their local branch or office;
- 25% contacted their financial advisor via email.

The research also revealed why consumers subscribed to receive email from financial services companies and the type of content that is most valuable. The top reasons consumers subscribe to permission-based email from financial services companies were to receive e-statement notifications (75%) and to receive account alerts such as statement-ready, fraud protection, overdraft, etc. (74%). Over two-thirds (69%) want to receive personalized content based on their website activity, past investments, etc.

Key survey results by the numbers:
· 58% of respondents are hesitant to click on links in emails from financial services companies because they don’t always trust where they are coming from;
· 32% agree instead of clicking on a link in the email, they usually go directly to the company’s website;
· 21% of respondents forwarded an email to a friend as a direct result of receiving an email from a financial services company;
· 85% agree that they like receiving email from companies they’ve registered with; even if they don’t always read it, it’s good to know it will be there when they’re ready for it;
· 70% agree if they’re in the process of making a purchase decision, an email from a company with related products/services helps influence that decision.

Mabley said, “The findings reflect consumer behavior that extends beyond opens and clicks. Interestingly, the majority of respondents are hesitant to click on links from financial services companies yet a greater number do say they click on links to learn more. Despite security concerns, they are still receptive to these messages.”

Epsilon provides comprehensive online and offline marketing services to some of the most-recognized brands in the world. Its email branding study is based on a mid-October 2008 survey of 1517 consumers. The survey, conducted by ROI Research, of Lancaster, PA, explored the general impact of permission-based email marketing as well as specific vertical product categories that included: Travel, Financial Services, Retail, Consumer Packaged Goods, and Pharmaceuticals/Healthcare. The October 2008 study builds on similar research conducted in 2005.

Source: http://www.directmarketingnewswire.com/