Email marketing boosts ad recall and buying intention

Running email marketing alongside a display ad campaign can increase customer recall and dramatically affect their intention to buy, compared to advertising on its own, a study has found.

When backed up with an email campaign, customers demonstrated 13% better recall on display ads, according to research from email services provider eCircle, in conjunction with Nielsen.

Using a campaign for the Seat Ibiza, the study targeted 1000 consumers through display, email and a mixture of both. They found that 13% more customers recalled the ad when the mixed technique was used. Perhaps more interestingly, the study also noted that buying intention increased by a staggering 47% where email was used.

“This research shows that many consumers prefer a multi-channel approach, with the combination of email and display advertising working together to significantly increase their disposition to buy,” said Volker Viewer, CEO, eCircle. “Email can be more targeted and personalised to the individual receiving it, so I’m not surprised that the results show email is highly effective at driving awareness and generating sales.

“There tends to be an assumption that the more exposure the better, but the research contradicts this by suggesting that in fact email on its own can be a bigger driver of intention to buy,” he added. “Brands need to consider their options for online marketing carefully – combining different elements of digital marketing well can have a significant impact, in this case display advertising and email quadrupled traffic to the SEAT website.”    

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