Advertising effectiveness study with Unilever
Is email marketing suitable for launching a branded product?
This study was carried out to coincide with an email marketing campaign for the product launch of Knorr’s new brand of ready-made meals and packet soups. The study took place from 8th to 17th February 2008 (baseline measurement) and from 22nd to 29th February 2008 (main survey). A total of 2,318 registered members of the eCircle online network took part in the survey.
Key question to be investigated
- Is email marketing suitable for launching a branded product?
- The following branding metrics were investigated in detail: Brand awareness, advertising recall , buying intention, ad evaluation
Final results
- Email marketing increases brand awareness!
Almost one in two recipients of the email campaign (45%) knew about the newly launched product Knorr “Iss farbenfroh” - Email marketing increases advertising recall!
Brands advertised by email are remembered particularly well: one respondent in two 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 (first choice).§ - Email marketing is effective and is read carefully!
More than 30% of those who saw the email campaign are definitely going to use the voucher in a shop. 6% claimed to have already done so, after less than a week.
Request the full version of the study for free
The results of the study clearly demonstrate the measurable impact that email marketing has on the launch of branded products. Interestingly the study revealed that email marketing increases brand awareness by 9%. Are you interested in finding out more? If so, please feel free to request the full version of the study for free from Jody Gibbs, Marketing Manager, j.gibbs
ecircle.com
