Email BrandingInbox marketing’s benefits are illustrated by a case study from MSN UK. The campaign illustrates not only high response rates and ROI, but also email’s technological advancements, flexibility and branding ability.

Historically, consumer newsletters, done right, have been a great way for brands to stay in touch with their market segment. Creating and maintaining engaging e-newsletters represents a fraction of the cost of printing and production associated with direct mail while retaining all its advantages. E-newsletters offer consumers branded lifestyle or news content in a timely, direct way, while providing related contextual offers tailored to readership interest in an interactive medium. Subscribers receive consumer education, research, and advice, alongside contextual offers from relevant brands.

Advertising in e-newsletters with consumer trust and brand recognition should be an easy decision for savvy marketers. Using creative to brand and sponsor landing pages, e-newsletters often draw consumers directly to websites for immediate conversion. Because the newsletters are easy to forward, and the offers are unique, many e-newsletter campaigns receive the added benefit of a viral lift.

The benefits of inbox advertising to marketers are many. Participating brands can design their own ad creative and layout for the e-newsletter so brands have complete control over their image and branding while hitching a ride in a trusted consumer information source. Because e-newsletters can be tracked, brands are provided access to data on who is opening the e-newsletter and the offers within it. Brands can use this information to optimize their ads or change their campaign strategies based on direct consumer data.