Email: Strong Influencer In Consumer Buying

media release 16 November 2001

Email: strong influencer in consumer buying decisions says US study

DoubleClick, which provides Auckland based Blink with its DARTmail email-marketing technology, has published a North American Consumer Study for marketing professionals assessing email marketing.

Johanna Boerema, Blink general manager says: "the study shows conclusively that permission-email marketing works. Email has become a vital consumer communication tool and a key to online. "

Key findings were:

a.. 88% of respondents have purchased as a result of permission-based email b.. 70% plan to use email to assist with upcoming holiday shopping c.. 86% have purchased from the same merchant more than once as a result of an email offer d.. Top interest areas include household tips/recipes/crafts, humour, travel, entertainment and weather. e.. The majority of respondents read online versions of offline publications. f.. Although there is a slight preference for HTML (images and colour) over text format, a large percentage don't have a specific preference Ms Boerema says that while North American companies have been using email as a marketing tool for longer than New Zealand companies, the new consumer study confirmed the value of email marketing as a key element in New Zealand company's marketing mix.

Executive summary: visit

http://www.flonetwork.com/ConsumerEmailStudy_ExecSummary.pdf

More info: Johanna Boerema: 09 377 8245, 025 715 240

About Blink Ltd

Blink provides full service email marketing campaigns for its clients. The service includes email design, copy writing, campaign management and email list generation. Blink is part of the fivepiecedog.com group, based in Auckland, New Zealand. The group offers integrated web and land-based marketing services.

About DoubleClick Inc.

DoubleClick is building the infrastructure that makes marketing work in the digital world. Combining media, data, research and technological expertise, DoubleClick allows marketers to deliver the right message, to the right person, at the right time, while helping Web publishers maximize their revenue and build their business online. DoubleClick Inc. has global headquarters in New York City and maintains 37 offices around the world.

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