Shoppers are more likely to buy from a retailer that sends them emails, even if it does not have an online store, according to new research.A study on the effectiveness of email marketing in the retail sector by Epsilon International found that 56% of shoppers were more likely to buy from a retailer who sent them permission-based emails.

The research also revealed that regular emails help create a ‘halo effect’ which fostered a sense of loyalty towards a retailer. It found that 88% of customers would download and print vouchers received via email and 67% said they would visit the shop to purchase products featured in the email.

While the majority of high street chains send out regular updates and special offers to customers signed up to their email services, independent retailers have been slower to use email as a way of communications with their customers.

Unless they have an online store, many indies still send out twice yearly Sale invites by post and use the telephone to alert regular customers to new stock arrivals.

A poll carried out by Pure London revealed that almost half (41%) of independent retailers do not use email to contact customers. However over half of the retailers that do send out emails said it helps to drive in-store purchases.

Sarah Millet, owner of N Shelley in Billericay, Essex, said that while emails can never replace the personal contact afforded by a telephone call, she is looking to use email to let her customers know about in-store promotions and new collections.

“If you have to contact a large number of customers then email is very effective. We are asking our customers how they want to be contacted and more and more of them, particularly those under 45, say they prefer email.”

Helene Rapaport, owner of Bernard in Esher, Surrey, has been using email to contact customers for a few years and finds it very effective and convenient.

She sends out on average one a month to alert customers to events like the Sale and new ranges arriving in store. “We have found email to be an effective way of communicating with customers and they all say they love receiving them.”

Moving a step further from emails, South London womenswear boutique Siena has recently started contacting customers using mobile phone texts. Around half of the shop’s 4000 strong customer database has signed up to receive regular text alerts.

Owner Caroline Fairnie said: “We found text messages to be more immediate. Everyone seems to like it and if someone is out and about when they get a text they will often come straight here.”

An added bonus of both email and text messages is that they are both perceived as more environmentally friendly than printed promotions. “”People have a big resistance to post these days. They don’t like the idea of chopping down trees,” said Fairnie.