Perception toward Permission- based E-mails in Banks

Abstract

In order to reach consumers at the right time with the most appropriate message, it is crucial that marketers understand consumer behavior first and then properly encode their message, followed by right frequency and time management to ensure success. Financial services companies who send to customers permission-based e-mails, reap bonus in form of enhanced credibility and brand loyalty. Permission-based e-mail marketing is a useful tool of contemporary marketing. The aim of the study is to gauge the perception toward permission-based e-mails. This empirical study focuses on various variables affecting the perception of respondents. The results show “Privacy,” “Content,” and “Promptness” are important variables in permission-based e-mail by banks. Finally, the results and their implications are discussed.