InformationWeek Survey: E-Mail Ads Effective
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A new study conducted by an e-mail news service that reaches 100,000+ information technology decision-makers showed that 44% of the text-only newsletter's readers take an action after seeing a vendor's ad, and that 40% visit the advertiser's Web site.
The study was done by Manhasset, NY-based CMP's InformationWeek Daily.
"E-mail is a medium that both readers and advertisers feel very comfortable with," said Tony Uphoff, InformationWeek's publishing director. "In the reader's eyes, e-mail news services like InformationWeek Daily help them stay abreast of industry news and trends."
"For the advertiser, e-mail offers a powerful vehicle that can draw in highly-qualified buyers to a Web site. Furthermore, the nature of the medium means there are very few bells or whistles to work with--just plain old ASCII text. Nevertheless, it's obvious from this research that the business model for e-mail-based advertising works."
InformationWeek Daily is only circulated to qualified IT buyers who have personally requested the service. The survey was conducted across InformationWeek Daily's entire circulation of 100,000 readers; 500 respondents participated in the survey.
Published weekly by CMP Media Inc., InformationWeek magazine delivers news, strategies, analysis, product, and technology information.