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Survey: Permission-based e-mail has multichannel impact

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Dallas—The impact of permission-based e-mail marketing campaigns extends beyond e-commerce transactions, having an effect on sales offline, according to a survey by e-mail marketing company Epsilon Data Management.

In Epsilon’s online poll, “Beyond the Click: The Indirect Value of Email,” 67% of respondents said they purchased products offline as a direct result of receiving a commercial e-mail.

The October 2008 survey, compiling data from 1,517 respondents, also found that 57% feel more positive about companies that send them e-mails, and 40% indicated that such correspondence increases the likelihood of future purchases.

—Christopher Hosford

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