Advertising on Internet users’ e-mail Inboxes does a better job than previously thought of making consumers aware of a brand, according to a new study.
Inbox advertising is a major part of the Internet marketing pie. In total, 58 percent of online ad inventory is placed in an around the Inbox, according to a report earlier this year from adRelevance. Forrester Research predicts e-mail marketing will be a $4 billion industry by 2011.
Beyond Cash Donations: How New Forms of Giving Are Transforming Not-for-Profit Accounting
Evolving Funding Landscape for Not-for-Profits Not-for-profit organizations are being asked to do more with less,…
Learn More
The new study, which was conducted by Daltran Media with the dating Web site eHarmony, found that Inbox advertising made 37.7 percent of people aware of one of the campaigns they encountered while checking their e-mail. It also found that Inbox advertising boosted brand awareness by 11.5 percentage points and increased brand favorability by 7.3 percentage points.
The analysts who conducted the study concluded that Inbox advertising “significantly increases the chances of delivering the right message to the right consumer at the right time.”
“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,” Jason Oates, vice president of media services for Datran Media, said in a statement that accompanied the results.
“This study makes it clear that Inbox advertising provides significant brand impact across each of the key branding metrics, including brand favorability,” Oates continued. “This applies to both contextual ad inclusions and targeted stand-alone branded acquisition-focused e-mail advertising.”
The study’s full results are available at datranmediabrandstudy.com.
