New Study: Email Increases Brand Favorability and Awareness

Datran Media just released the results of a branding study conducted with online dating site eHarmony, which shows that  email inbox advertising can provide significant branding benefits:

• Inbox advertising increased brand awareness in 37.7% of respondents

• Unaided brand awareness increased 11.5 percentage points.

• Brand favorability increased 7.3 percentage points.

• Brand awareness and favorability both improved when those researched were exposed to the campaign more than once.

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.

It’s not exactly breaking news, as this is something I’m sure we all pretty much suspected anyway - but it’s always good to have solid research to back our assumptions up.  To view details of the study, visit www.datranmediabrandstudy.com