asking permission for loyalty: e-mail marketing’s influence on customer attitudes luke taylor...
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Asking Permission for Loyalty:E-mail marketing’s influence on
customer attitudes
Luke TaylorUniversity of St Thomas
Why is this important?
By 2004, marketers will be sending over 200 billion e-mails each year (Rizzi, 2001)
Catalyst for Research Question
“Well-executed e-mail communications can be an extremely effective way to earn the confidence, respect, and most importantly, [the] ongoing business of customers.”
(Rizzi, 2001, p 56)
Permission Marketing
“It [involves] contacting individuals with targeted offers or messages in an agreed-upon format at agreed-upon intervals.”(Lyons and Fletcher, 2002)
Customer Loyalty
A combination of attitudes and behaviors, including:
repeat purchase customer satisfaction recommendation to others
(William D Neal, cited by Grisaffe, 2000)
Methodology
E-mail survey Sent to 156 employees, all e-mail
users, of a large company Many employees do at least some
travel
Survey Questions Identify airline Indicate opt-in or not Give information about purchase,
recommendation, and level of satisfaction
Provide simple demographic data
How many trips by air have you taken in the past 12 months?
67% of Recipients took 1-5 trips
67% of Non-Recipients took 1-5 trips
How many pleasure trips by air have you taken in the past 12 months?
97% of Recipients took 1-5 trips
94% of Non-Recipients took 1-5 trips
Are you a member of your specified airline’sfrequent flyer club?
FrequentFlyer
Recipients 85%
Non-Recipients 55%
Have you recommended your specified airline to a friend, relative, or other acquaintance?
Did Recommend
Recipients 59%
Non-Recipients 64%
Have you seen an advertised fare and told someone else about it?
Referred to Ad
Recipients 71%
Non-Recipients 48%
Please indicate how you feel about your specified airline.
Neutral Feelings
Like / Strongly
Like
Recipients 18% 74%
Non-Recipients 41% 50%
Please indicate your level of satisfaction with your specified airline.
Satisfied / Very Satisfied
Recipients 77%
Non-Recipients 72%