By Tom Polanski, EVP, eBrand Media and eBrand Interactive

According to new survey research from Epsilon, the benefits of permission-based direct marketing e-mail campaigns have a significant impact on purchasing behavior and consumer loyalty.

* 57% of consumers feel they have a more positive impression of companies when they receive email from them.
* 33% of respondents said they usually visit sites directly, instead of clicking on an email link.
* 67% of respondents said they purchased products offline as a direct result of receiving an email from a retail company.
* 40% said that simply receiving email has a positive impact on their likelihood to make a future purchase from the company.
* 71% remember email communications when making purchases at the sending company’s web site.
* 66% said they usually visit sites directly instead of clicking on an e-mail link.

Consumers responding to this permission-based email branding survey said the receipt of emails makes them feel better about a company and increases chances that they’ll make a purchase, online or off-line.

* 84% of respondents said they like receiving email from companies with whom they register, because even if they don’t always read the message, it’s good to know the information or offer will be there when they’re ready.
* 50% of consumers agreed that receiving email from a company makes them more likely to purchase products from the sender in the future.
* 60% of women regularly save email in their inbox to refer to it later when making purchases.
* 49% of men regularly save email in their inbox to refer to it later when making purchases. This suggests that men are more likely to make impulse buys while women will wait for a deal or contemplate a purchase further.
eBrand Interactive currently manages Can-Spam compliant, permission based, e-mail marketing campaigns, to third party lists, for a number of name brand advertisers. An increasing number of companies are moving management of their e-mail campaigns to us because of the length and breadth of, not only our experience, but our relationships across the internet. eBrand Interactive can deliver to a wide variety of preferences, aspirations, habits and purchase histories. We have successfully created, launched, and managed, hundreds of e-mail campaigns, from mass broadcasts of tens of millions, to small mail outs for niche products.

There are thousands of databases but only a handful has any real value. Six years of experience has taught us the following:

E-mail Lists
We know which databases keep their e-mail lists fresh, and offer truly high quality e-mail recipients, and which don’t. In addition we can target, with statistical confidence, databases that have the highest probability of meeting or beating a targeted CPA for the advertiser while backing into an eCPM for the e-mail database.  This knowledge gives our advertisers an opportunity to roll their initial CPM campaigns into ongoing, scalable CPA programs.

Audiences 
We have historical and current information regarding the audience demographics, and sometimes, the psychographics, of the highest quality e-mail databases. This in-house intelligence includes, but is not limited to, the percentages of women and men in that audience, their average household income, their level of education and their lifestyle preferences. For example one database we work with is comprised of 87% women, with an average household income of $77,000. 70% of that database is college educated, and 80% of the database shops online. This type of database is perfect for some products/offers but not others.

Why use the services of eBrand Interactive?
As you know, marketing on the internet is a lot like playing darts in a dark room. It can be a high-risk game. There are four reasons why companies across the internet rely on eBrand Interactive:

1. eBrand Interactive does a large volume of business from a single point of purchase and this gives us a powerful negotiation position as your advocate.
2. eBrand Interactive has a roster of clients across many fields which enables us to make industry-specific recommendations based on experience.
3. The publisher often pushes the services it offers, even if they may not be the best fit for you. It’s their job. In other words, they’re true believers and we’re agnostics. eBrand Interactive objectively evaluates which services will get your desired results because we win when you win.
4. eBrand Interactive can best explain the pros and cons of various options before you make a commitment. Carefully cultivated relationships with over 150 Tier 1 publishers, including MSN, Yahoo! and AOL, has given us experience working within the culture of these companies, and an understanding of their strengths and their weakness, including, as mentioned above, their audience demographics and psychographics. In addition, eBrand Interactive has many inventory deals running concurrently, and is in continual communication with its partners. We have their attention every day.

At eBrand Interactive we supply the best data for the best price. We know what lists will work for which sectors and clients, and we know how to place an email campaign on a particular budget, so that the yield has the best chance of an advertiser’s goals. Over the years eBrand Interactive has saved its clients millions of dollars that would’ve otherwise been, unnecessarily, burned through in the name of “testing”.

To learn more, please e-mail, sales@ebrandmedia.com, or call, 310.849.6641.