DM NEWS — Aug 11 — E-mail marketing has long been an important one-to-one
communication channel, but marketers’ perspective of the medium is changing as
brands begin to use it in new and innovative ways. eHarmony is using e-mail not
simply for customer acquisition, but also as a branding tool. The dating site
ran a test with Datran Media, its e-mail marketing partner, in which each
opt-in participant received three different e-mails over a period of six weeks.
Each e-mail contained strong calls to action, including opportunities to
register for free personality profiles and free matching. The study found that
the e-mails increased brand awareness by 37.7%. FULL ARTICLE @ DM NEWS
