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Email marketing comes up trumps for small business

A recent study conducted by ROI Research and Epsilon has shown that investing in email marketing can have a significant impact on purchasing behaviour and customer loyalty, both online and offline.

The study found that across all industries of business, 57 percent of consumers feel more positive about companies who send them email, 40 percent say email increases the likelihood of future purchases and elicits direct action.

Enjoying particular success were the financial services industry, tourism industry and the retail industry. The study found 82 percent of respondents who received permission-based emails from financial services took immediate action to access their accounts online, 63 percent of travel customers were more likely to buy services from email senders, and 56 percent of shoppers were more likely to buy from retailers who engage them via email marketing.

For small business, email marketing is a cost-effective way to reach out to consumers and communicate information, news or services that may be of some benefit to them.