Recent research claims that 82% of internet users surveyed have
made an on-line purchase as a result of e-mail advertising. The
findings, published by Doubleclick, the internet advertising
company, indicate a rise of 21% on the previous year.
Doubleclick also found that 37% of shoppers made an impulse buy
in response to a piece of e-mail advertising, a rise of 17% from
last year’s figure.
Although Doubleclick is optimistic about the possibilities
offered by e-mail advertising, a medium in which it has increased
its investment, it also acknowledges the need for caution. The
survey indicated a better reception from customers if the
advertisement originated from a business with which they had some
sort of prior relationship.
