A research study, conducted by eCircle in partnership with Nielsen to analyse the advertising effectiveness of email marketing in comparison to display advertising, has indicated that the mix of email and display campaigns is ideal for achieving four times the traffic to websites and landing pages.

Published: 04 Jul 2011

A research study, conducted by eCircle in partnership with Nielsen to analyse the advertising effectiveness of email marketing in comparison to display advertising, has indicated that the mix of email and display campaigns is ideal for achieving four times the traffic to websites and landing pages.

Also, email allows the required level of advertising to be reached three times more quickly than display advertising.

1. Email increases disposition to buy in 47 percent of cases and is therefore ideal for increasing conversions.

• 47 percent of questioned email recipients said that newsletter advertising motivates them to buy.

• Advertising through email achieved exceptionally good results in the high-income 31 and 50 age group.

2. Spending power as a target group – by using email you can precisely reach your target group

• In its main target group the reach of the email campaign was split between 51 percent for women and 49 percent for men.

• Nearly 60 percent of recipients are in the strong-income group between ages 30 and 49.

• Email recipients had a generally higher than average household income.

3. Email allowed the required level of advertising to be reached three times more quickly than display advertising

• In the first wave of email, nearly a third of the entire email media volume was achieved within a week. The display campaign only achieved one tenth of its volume in the same amount of time.

• Therefore, achieving the required amount of advertising volume takes nearly three times as long using display media.

4. Email advertising is welcomed and viral effects significantly improve the reach of campaigns

• 42 percent of email recipients and 31 percent of users exposed to the display campaign think that newsletter advertising with tailored product recommendations and offers is “very good” to “good”.

• 45 percent of email recipients forward good newsletter offers on to friends.

5. The combination of display and email advertising improves advertising recall by 13 percent compared with just display advertising

• In a mix of 85.4 percent of display advertising to 14.6 percent of email advertising, email outscored display by 8 percent in terms of advertising recall

• The mix improves advertising recall by 13 percent compared with just display advertising.

• Email demonstrated especially strong advertising recall in younger age groups, with a 27 percent greater effect from a mix of both media in comparison with a plain advertising campaign.

6. Advertising/brand association is exceptionally strong within the younger target group

• Brand association is 41 percent among men and 40 percent among women - therefore up to 5 percent higher than a normal display campaign.

• Advertising association is particularly strong in the younger target groups (18-35 year olds).

7. The mix of email and display campaigns boosted web traffic by a factor of 4

• Contributing four times the web traffic, the mix of email and display advertising is ideal for achieving a significant increase in traffic to websites and landing pages.

Email marketing stays in the mind better than display advertising

Methodology:

The study was conducted in parallel to the email marketing and display campaigns for the new SEAT Ibiza ST. A total of 1,050 registered members of the Nielsen Online Panel participated in the study. They were split into three different random samples: contact with the email campaign, contact with the display campaign, contact with the email and display campaigns.