Epsilon reports e-mail campaigns improve CPG purchases

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Dallas—E-mail campaigns positively influence consumer packaged goods offline purchases, according to a new study from Epsilon. According to the study, “Building Brands One Inbox at a Time,” 62% of respondents said permission-based e-mails from CPG Continental Promotion Group? Consumer Packaged Goods? companies has a direct impact on their offline activities, such as making purchases and shopping habits. The study was based on an online survey of 1,500 consumers conducted in October. It also found that 63% of respondents said they have a more favorable opinion of CPG companies that send them permission-based e-mails.
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