Disclaimer:
The opinions blogged herein represently only those of Rick E. Bruner and do not reflect those of his employer, persons or companies mentioned herein, or anyone else.
Client: Quris, Inc.
Released October 16, 2002
Quris, a consulting firm that builds tailored customer email retention programs for Fortune 500 companies (and a regular client of Executive Summary's), sought to demonstrate the brand effectiveness of well-managed permission email programs in terms of customer loyalty and satisfaction. Based on a survey of more than 1,000 email users, highlights the research conclusions include:
The quality of email programs impacts brand perceptions. Fifty-six percent of respondents believe that the quality of permission email programs influences their opinions, positively and negatively, about the companies sending them email.
The longer subscribers stay loyal to permission email programs, the more they shop online, click on links in permission email messages and are sensitive to the brands of the companies sending them email.
Expectations are higher for email programs from well-known brands.
Consumers especially value proactive customer service in email, such as transaction confirmations, account status update programs and customized newsletters.
Click here to see a full copy of the report.
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