eHarmony using Email as a Branding Tool

For people who opted into marketing emails from Datran Media, eHarmony's e-mail marketing partner, they recently received 3 different emails over a 6 week period. The goal of this marketing email campaign was not only to find customers but also to increase brand awareness. At the end of the campaign, a study found brand awareness increased by over 37 percent for eHarmony, from those who received the emails. Through email, advertisers can focus their marketing dollars and zero in on key demographics. As an example, in a test, eHarmony targeted people over 40 who where Asian and Canadian. Once sent, they found brand awareness increased by almost 12 percent from those who received the email.

Click E-mail gaining utility among marketers for the full story.

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