Study highlights email marketing effectiveness for new launches
11/09/2008
Email marketing campaigns could help to bolster brand awareness significantly when a new product is launched, according to new research.
New research has suggested that deploying email marketing campaigns around the launch of a new product could boost brand awareness by up to nine per cent, Precision Marketing reports.
The study, which involved Unilever, GfK and eCircle, saw 2,318 female consumers polled on the launch of a new Knorr product that involved email as part of a managed emarketing strategy.
It found that about 50 per cent of those who viewed an email about the product in question were able to recall this advertising at a later point.
Furthermore, those who received this message saw their intention to buy the product on their next shopping trip double, according to the survey.
Knorr brand manager Susanne Kuechlin said: "The results show that email marketing is ideally suited for brand advertising and awareness.
"Especially for a product launch, email is a meaningful component of the media mix that draws customers directly into the shops."
Email marketing in general is seeing a rise in popularity among UK businesses as a way of promoting their goods and services, a recent E-consultancy report noted.
A 24 per cent increase in the UK market for email marketing platforms and services will be seen by the end of 2008, according to the publication.
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