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

Abstract

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.

Keywords

Citation

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. https://doi.org/10.1108/10610420410568435

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.