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Epsilon study: Permission-based e-mail improves brand loyalty and sales in travel industry

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Dallas—Sixty-three percent of recipients of permission-based e-mail from travel companies said they were more likely to buy from the sending companies, according to “Flying High: Measuring the Value of E-mail Marketing for the Travel Industry,” a survey by Epsilon. Also, 55% of survey respondents that receive permission-based e-mail from travel companies said they have a more favorable opinion of those companies, the survey found. The study was based on an online survey of more than 1,500 Internet users conducted last October.
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