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Permission
Email Programs Positively and Negatively Influence Customers' Brand
Perceptions
Quris, the integrated email agency for Fortune 1000 companies, is
releasing Building Brand Loyalty With Email, a comprehensive analysis
of consumer attitudes regarding email's impact on consumer brand
perceptions.
The research shows that well-executed permission email programs
can positively impact brand attitudes, and marketers can do serious
damage to their brands by misusing the email channel and abusing
their customer’s inbox.
The majority of respondents believe that the quality of email permission
programs influence their opinions, positively and negatively, about
the companies sending them. Additionally, two-thirds of respondents
said that their expectations of quality in permission email programs
from well-known brands were higher than those of lesser-known firms.
"Marketers need to recognize that as the volume of commercial
email rises, customers are raising the bar and demanding more from
their permission email relationships –especially from the
top consumer brands," states John Funk, CEO of Quris.
"This study demonstrates that when done well permission email
can increase a firm’s brand equity. But it also illustrates
the downside of not acting appropriately in the channel. If marketers
don’t adhere to best practices, they not only risk their ability
to leverage email as a powerful customer communications channel,
but also risk damaging their brand."
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