Email advertising is still viable

Advertisers should not write off email advertising just yet. The news from a recent Forrester Research study is that email marketing is still putting advertisers and consumers together.

by Kristina Knight

According to the study, email click-through rates have not fallen since 2003. However, the click-through rates haven't shown large growth, either, which has led to talk that the medium is failing. Not true, according to the study, which indicates that not only are consumers reading email ads, but they spend 138% more on products read about through email than users who don't read email advertising.

Another interesting fact is the 50% of those who read email ads are likely to purchase other products from marketers on impulse. Women in the 18-34 age groups are also likely to keep a separate email address for marketing messages. They are also likely to forward the messages to friends.

Expect those numbers to continue to increase with releases of new technology like the Datran Media Exchange Online for email marketers. The cost-per-acquistion (CPA) platform allows marketers to bid on newsletter placements across all of the opt-in inventory. Advertisers will receive metrics like click throughs and conversion rates of their ads, making them better able to adjust and better target ads to users.