The study examines the effects of e‐mail marketing on brand loyalty and also reveals the kinds of e‐mail content valued by consumers. Data were gathered from 890 consumers, who were users of a multinational cosmetics brand and had received regular permission‐based e‐mail messages from the marketer. Results reveal that regular e‐mail marketing has positive effects on brand loyalty. E‐mail‐activated consumers visited retail stores. Consumers exposed to e‐mail marketing recommended the brand to their friends. Loyal customers appreciated regular communication and various other information content from the brand more than mere offers. These results encourage marketers to keep in frequent contact with customers via e‐mail with the aim of enhancing brand loyalty.
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