Firms considering email marketing have been told that when used in conjunction with a display campaign it outperforms solo banners in terms of advertising recall.
Data from eCircle, in partnership with Nielsen, looked at a Seat Ibiza ST car advertising drive, with a combination of email and display advertising increasing the number of people who remembered the vehicle by 13 per cent.
Furthermore, when email is added to a display campaign the buying intention also went up by nearly 50 per cent among consumers.
Volker Viewer, chief executive officer of eCircle, said: "Email can be more targeted and personalized to the individual receiving it, so I’m not surprised that the results show email is highly effective at driving awareness and generating sales."
Last month it was reported by Hitting the Mark that a study by dotMailer revealed retailers are struggling to get to grips with today's advanced email techniques.
Posted by Rachel Wheeler