EMarketer, reporting on research conducted by IPT in August and September 2004 says that consumers are showing a more favorable opinion of e-mail marketing compared to TV advertising. When asked to pick the most effective marketing communication channel, 32% of consumers say e-mail, not far behind the 39% that choose television. The report claims, 'e-mail is fast encroaching on TV's territory as the king of promotion.'

Probing consumers to find out what makes them most likely to respond to e-mail messages, the study found that Discounts or money-off offers top the list, followed closely by a general interest in the product.

Most Influential Aspect of Marketing email in UK, 2004 (% of respondents)

Discounts 27%
General product interest 24%
Prize drawing 20%
Brand familiarity 20%
Attractive images 5%
Humor 4%
Source: IPT October, 2004

The report finds that 92% of industry professionals currently include e-mail in their marketing budgets, and 51% of them intend to increase their spending next year.

Center for Media Research - Daily Brief Posted by: DTB at 8:26 AM  |  Permalink