The impact of e‐mail marketing on brand loyalty

Marko Merisavo (PhD student at Helsinki School of Economics, Marketing Department, Helsinki, Finland)
Mika Raulas (Director of the Institute of Direct Marketing Excellence at Helsinki School of Economics & Helsinki Swedish School of Economics, Helsinki, Finland)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 December 2004


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.



Merisavo, M. and Raulas, M. (2004), "The impact of e‐mail marketing on brand loyalty", Journal of Product & Brand Management, Vol. 13 No. 7, pp. 498-505.

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Copyright © 2004, Emerald Group Publishing Limited

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