Internet Marketing - Dynamic Logic Shows Email Increases as Top Branding Tool
The Inbox as a Branding Tool
Research Reveals Email Increases Brand Favorability and Awareness
Marketers know that email can be a great direct response channel, encouraging consumers to take immediate action and help boost sales, but few thought of email as a powerful branding medium.
A new study conducted by Dynamic Logic shows inbox advertising can provide significant branding benefits in addition to the acquisition strengths typically attributed to the media channel.
The study, conducted with Datran Media and eHarmony, reveals that inbox advertising made 37.7 percent of people aware of one of the tested campaigns. These people otherwise would not have been aware of it. In addition, unaided brand awareness increased 11.5 percentage points, and brand favorability increased 7.3 percentage points.
The results counter mainstream characterizations of inbox advertising as an acquisition-only vehicle. More than many other channels, inbox advertising gives companies the ability to deliver highly targeted messages to opt-in consumers. Because it significantly increases the chances of delivering the right message to the right consumer at the right time, inbox advertising can have the additional benefit of creating a more favorable impression of the company's brand.
"Until now, marketers hypothesized that the key role of inbox advertising was an acquisitive one, and there was no formal research to verify the branding benefits," said Jason Oates, vice president of media services for Datran Media. "This study makes it clear that inbox advertising provides significant brand impact across each of the key branding metrics, including brand favorability. This applies to both contextual ad inclusions and targeted stand-alone branded acquisition-focused email advertising."
eHarmony's CEO, Greg Waldorf, echoed Oates' remarks and added, "These results show that email campaigns are not only an effective customer acquisition vehicle, but also are supporting and enhancing consumer impressions of the eHarmony brand."
To view more specific results and to read more information about email branding visit Datran Media at http://www.datranmediabrandstudy.com.