Does E-mail advertising work?

Malcolm Faulds (malcolm_at_yoyo.com)
Fri, 21 Mar 1997 15:16:15 +0000

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We discovered something very surprising this week and I thought the list
would like to hear about it.

How good is E-Mail advertising? Can it possibly be intrusive? Is it memorable?

At Yoyodyne we use a lot of e-mail and, naturally we believe it works. Now
we have proof and I wanted to share it with you.

The key facts:
1) We are running a multi-week e-mail game for H&R Block
2) Each week every player gets 3 pieces of e-mail
3) In the middle of 1 of those pieces of e-mail one week, there was a 4
line blurb about a service from H&R Block: "Peace of Mind"
4) Six days later we sent out a simple 1 question quiz to three distinct
groups:

-Players Who Responded To That Week's Question
-Players Who Didn't Respond To That Week's Question
-A Non-Player Control Group

We asked them a multiple choice question: What Is H&R Block's Peace of
Mind? and we gave them four plausible answers (only one of which was
correct)

5) The Results:

5% of the Control Group got the right answer
32% of the Player Non-Responders got the right answer
50.7% of the Player Responders got the right answer

Of course, as part of trying to win the regular game all players are
encouraged to visit the H&R Block site (where the right answer to this
question is naturally present). But just think of it....*six* days later
an astounding percentage of players - both active and 'inactive' players -
had not only learned something but actually remembered it. It makes most
day after recall scores pale by comparison.

Malcolm Faulds
Yoyodyne Entertainment
914.591.9696

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