Retailers Score Big With E-Mail


February 25, 2004

Retailers Score Big With E-Mail

The majority of adults who received permission-based e-mail made purchases over the last three months according to a new study, sponsored by e-mail marketing firm Bigfoot Interactive.

Overall, 86% of all adults and 94% of all adults who currently subscribe or have received a permission-based e-mail in the last three months said they made a purchase from a retailer. The survey explored consumer perceptions about a mix of retailers including Wal-Mart, J.C. Penney, L.L. Bean, Sears and Gap.

Wal-Mart was the most frequently mentioned retailer with more than two-thirds of all respondents citing they had made purchases from Wal-Mart (69%) in the past three months. Slightly more than one-third (36%) of shoppers made their purchases at Sears, as well as at J.C. Penney (33%).

Twenty-eight percent of all adults and 40% of all adults with Internet access indicated they subscribe or have received an e-mail communication from a retailer. Among shoppers who received e-mail from a retailer, two-thirds expressed general satisfaction. Approximately half agreed that they found "the e-mails relevant and targeted to their needs." But two in five (40%) "believe the retailer could do a better job sending more targeted offers based on their interests and past purchase behavior."

Interviews were conducted from Jan. 16 to 18. A total of 1,019 interviews were completed among adults 18 years or older, with 528 respondents female and 491 male.



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