eHarmony and Datran Media conducted a survey that showcased the branding benefits of inbox advertising.
This should be of particular significant to affiliates and merchants engaging in email marketing.
Some findings from the study…
- Inbox advertising made 37.7% of those studied aware of the eHarmony campaign. These people would not have otherwise have been aware of eHarmony.
- In addition, unaided brand awareness increased 11.5 percentage points and brand favorability increased 7.3 percentage points as a result of exposing those researched to the campaign.
- Brand awareness and favorability both improved when those researched were exposed more than once.
- The results counter mainstream characterizations of the inbox online media as an acquisition-only vehicle.
Nice to see some numbers behind the ancillary benefits of affiliate marketing.
More details at http://www.datranmediabrandstudy.com/.