Email Marketing Can Double Purchase Intent

Email marketing doubles buying intention and increases ad recall and brand awareness, according to an online study by eCircle in conjunction with Unilever.

The 2008 study coincided with an email marketing campaign for the product launch of Knorr's ready-made meals and packet soups. A total of 2,318 registered members of the eCircle online network took part in the survey, which investigated the question "Is email marketing suitable for launching a branded product?"

Among other metrics, the survey sought to measure brand awareness, advertising recall and buying intention among message recipients. The findings were:

• Email marketing increases brand awareness: Almost half of recipients of the email campaign (45 percent) knew about the newly launched product.
  
  
• Email marketing increases advertising recall: 50 percent of respondents who had eye contact with the email campaign recalled the advertising for the product.
  
  
• Email marketing stimulates consumers to buy: The intention to buy the new product on the next shopping trip doubled as a result of the email campaign. 

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