The Effect of Email Marketing on Consumer Behavior

Email is a very effective form of communication. Be it a professional field or a personal one, people tend to use email for their day to day communicative purposes.
 
Now when it comes to marketing, email marketing can be used a very effective tool to boost your sales and in gaining popularity for your business. In the present day, email marketing is considered as one of the most effective ways of boosting your business.
 
Whether you are a business owner or a budding entrepreneur, building a good email database with various email list of companies and marketing your brand through them, can show significant rise in your business standard.
 
Various tests and studies performed on email marketing has revealed that it has a great impact on the consumer behavior and gaining high conversion rates.
 
Here, in this article, we will see the effects of email marketing on the behavior of the customer.

Ways in which email marketing effect consumer behavior
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​Email marketing is a very convenient method to turn your targeted audience into active consumers and it is also a common mode of communication between consumers and brand owners.
 
Email marketing has a very huge effect on the behavior of a consumer. Following are the ways in which email marketing affects the behavior of a consumer:
 
Interactivity
Email marketing is a very interactive mode of marketing. Sending out emails to your email list, opens up a line of direct interaction between you and your potential customer. The immediacy of this method of marketing sometimes convinces a customer to make a sale within minutes of receiving the email.
 
It also provides a gateway for two way communication between the consumer and the business owner. You can also introduce new products and services to your existing customer through email marketing.
 
Conversion
Ninety seven percent of the business owners out their use email marketing to convert the recipients of their emails into active consumers. Email marketing is an effective tool when it comes to increase of sales.
 
Many a study have revealed the fact that, timing, personalization and relevance of an email can greatly impact the decision of the email recipient regarding buying your products and services.
 
Thus email marketing is a great way to convert your target audience into paying customers. Through email marketing you can also analyze the customer behavior with the help of click through rates.
 
Triggers purchase
As compared to viewing a product online, when a product recommendation is sent to customer over email, the purchase intent is triggered in a customer. As a result of receiving a personalized email, there is more probability of a potential customer to look up the product online and if satisfied with the search results, they may even end up buying the product. If marketers are successful in delivering the product, promised in the advertisement, the consumers will also be willing to leave positive reviews, which will enhance the reputation of your brand or service.
 
Consumer choice
Email marketing highlights a product’s or service’s special features and various other aspects to differentiate and make it stand out from the competition. Consumers tend to choose a product which seems better in comparison to other brands in the markets.
 
If the features and functionalities of a product, described in the email is deemed more affluent or usable as compared to the other similar brands in the market, then it is possible that the potential customer can turn into a paying consumer.
 
Influence the quantity of purchase
Email marketing can directly affect the purchase quantity of a customer. Special discounts, offers and free gifts mentioned in a well-constructed email can entice a customer to make larger quantity of purchase of the specialty items. The discounts and offers influence the purchase quantity of a customer to a considerable extent.
 
Influence the Frequency of purchase
Email marketing can also indirectly effect the frequency of purchase made by the consumer. Certain products, through their creative ads can influence the purchase frequency of the consumer. Say for example, a company offers special offers on weekend sales. This can influence a customer to make a sale every weekend. Thus, email marketing can impact the purchase frequency of a consumer.
 
Develop positive attitude toward a brand
Marketing through email can help develop positive attitude towards a brand or service. innovative and convincing emails encourage your target audience to try out your products and if the product turns out to be as enticing as the described in the emails, then the customers will develop a more positive attitude towards your brands and thus increase the credibility of your product.
 
Wrapping Up
Here you have it, all you need to know about the impact of email marketing on consumer behavior. Email marketing is a very effective tool and can be used to divert a potential customers towards your product or service.

Also Read: How to Measure Email Campaign Success