The benefits of e-mail marketing campaigns have a positive impact on consumers' purchasing behaviours and loyalty, according to research from marketing agency Epsilon, MediaPost reported Monday.

Fifty-six percent of those surveyed who received permission-based e-mail from retail outlets said they were more likely to buy from the retailers, while 52 percent said they had a "more favourable" opinion of the retailer due to the communications.

"These are already hand-raisers, yes - but it's still encouraging to see that email is improving the consumer-brand relationships," said Kevin Mabley, senior vice president for Epsilon, according to MediaPost.

The mailings inspired feelings of loyalty toward the retailers in 48 percent of respondents, while 87 percent said the e-mails helped them learn about new products, according to MediaPost.