The majority of adults who received permission-based e-mail made purchases over the last three months, according to a new study.
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, JC Penney, L.L. Bean, Sears and Gap.
As expected, 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 JC Penney (33%).
Twenty-eight percent of all adults and 40% of all adults with Internet access indicated they currently 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.”
The study, sponsored by e-mail marketing firm Bigfoot Interactive, was conducted by NOP World Research. The survey examined consumers’ perceptions, interests and satisfaction.
Interviews conducted from Jan. 16 to 18. A total of 1,019 interviews were completed among adults 18 years or older. 528 respondents were female and 491 were male.
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