Datran Media recently commissioned InsightExpress, a leading market research firm, to conduct a comprehensive study measuring the branding effectiveness of email marketing. Using InsightExpress’ AdInsights software, in conjunction with Datran Media technology, the research firm tracked roughly 100,000 direct emails from established marketers to gain insight on the impact email marketing has on brand awareness and purchase intent. The results demonstrated that email has an extremely positive influence on brand awareness. Here are two key findings from the study:

• Email lifted brand awareness by 58.4%
• Email lifted purchase intent by 66.1%

What does this mean for you? Bottom line – email is an effective and cost-efficient marketing tool for brand-conscious marketers, as well as for direct response marketers. To see the best results, continue to use similar campaigns to positively impact awareness, ad recall, favorability, and overall interest. Consider creative and/or message testing prior to the launch of your next campaign to further increase the impact of your messaging. Datran has a host of solutions to help you achieve success through email marketing and is currently developing a new offering, Performance Branding, to leverage the effectiveness of your brand.

To learn more, contact us at 212.704.9781 or visit datranmedia.com

NEWSBYTE

According to a new email marketing survey conducted by Quris and reported exclusively by DM News, a gap exists between the information consumers ask for via email and what they actually get.  While 77 percent of consumers want to receive “unscheduled offers” from marketers, only 8 percent reported getting them.  What’s more, 69 percent want email product catalogs, regular updates on products and sales specials, but only 19 percent said that is what they receive. 

The study, which compiled responses from more than 2,500 consumers, sheds light on the disparity that currently exists between consumers’ expectations and what marketers deliver. 

But the gap is narrowing in some categories, including transaction receipts and account statements.  Sixty-six percent said purchase, shipping and transaction confirmation messages are what permission email does best.  Also, 48 percent said permission email is best for providing electronic statements or other account information.  Ultimately, 51 percent of consumers are open to receiving relevant marketing messages within those service emails. 

While marketers are switching from direct mail to email for more of their customer communication, consumers want email to replace more of the direct mail pieces they receive from businesses.  Half of all consumers surveyed said electronic coupons should be available via email. 

This information is good news for marketers looking to offer relevant up-sell and cross-sell promotions.  When done correctly, email offers an exceptional opportunity to connect with potential buyers.  The key is to properly manage the lifecycle of the messaging – provide the service first and then target receptive consumers with relevant content and offers within those messages. 

Ask a Datran Media Expert

Q: I would like to know if you can effectively profile consumers to the extent that they only receive email messages based on previous actions to an email campaign.

A: Yes, Datran Media can provide marketers with the capabilities required to target consumers with emails that are relevant to previous email responses. Forrester recently reported that relevance is the key driver to the success of an email campaign as they perform up to 15X better than emails with no relevance.

To create relevance, Datran Media helps our clients track two types of data points: the type of the response and the context of the response. Typical email response categories that are tracked include: emails delivered, email open, email link click-through & conversion. Marketers can track the context of their response by looking at the content behind each call-to-action. This might include a product category or promotion type.

Datran Media’s objective is to help our clients determine which data points are actionable and determine the most effective and relevant follow-up emails to send to their clients. This will maximize the response opportunity and the effective CPM of each mailing.

Send your questions to askanexpert@datranmedia.com