The Online Advertising Playbook: Proven Strategies and Tested Tactics from The Advertising Research Foundation

Chapter 8. Advertising Personally: Email and Word of Mouth

Marketer interest from the beginning of online advertising in emailers is pretty clear: Email is a near-universal communications channel used by just about every American. Close to 90% of all internet users aged three and older—162 million kids, teens, and adults—used email at least once a month in 2006. By 2010 that number is expected to rise to 92% (eMarketer 2006a).

For most of us it’s hard to imagine personal life and work life without email. DoubleClick’s (2005d) study of email habits showed the role of email in contemporary life. Nine out of 10 email users check their computers, BlackBerrys, or other portable devices several times a day. Nearly half report “constant usage,” made possible by broadband and wireless connections at home, at work, or away from these locations in city parks, coffee shops, health clubs, and other hot spots.

For smart marketers, email has evolved from tactical “spray and pray” blasts to strategic communications for managing customer relationships and promoting loyalty. This “new” email is sometimes called “email 2.0.” In this chapter we look into the issues that affect email deliverability—without that advertising simply will not work—targeting considerations and strategies email marketers use to accomplish brand objectives.

Email is one source people use when sharing information and some use email to talk about brands. Because brand talk is relevant and credible when it comes from a trusted ...