If you want your permission-based (opt-in) email marketing campaign to pay off, your message to list members must be relevant to their needs, wants and desires.

Seems like a no-brainer to me, but of course there’s nothing like a study to give credibility to what we already know.

The study in question, conducted by Harris Interactive, found that half of all adult email users surveyed said they had made an online purchase as a result of opt-in, promotional email marketing. But, that they are more than willing to revoke their permission to receive emails from companies if the message sent is not relevant to them. The study also found that opt-in promotional emails are second only to customer reviews on a Web site for influencing a purchase.

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