Financial services companies who send customers permission-based e-mail establish credibility and brand loyalty, according to a survey from Epsilon.
According the survey, 54% of respondents said they had a more favorable opinion of the companies that send them e-mail and 44% said that e-mail from financial services companies make them feel more loyal towards the companies and their products.
In addition, the survey found that, as a direct result of receiving e-mail:
*Eighty-two percent of respondents accessed their account via online customer service.
*Seventy-one percent researched a specific offer online.
*Sixty-three percent clicked a link in the e-mail to learn more.
*Fifty-eight percent gathered competitive information.
*Forty-two percent typed or copied a URL directly into their browser.
The survey polled 1,517 consumers last October.
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