Database email marketing provides one of the most effective, statistically measurable and scalable ways of making sure that your advertising message is delivered to your most suitable target market, segmented by age, province, gender, and income in the most cost-effective way. It is visually customizable, making it engaging, and, unlike other mediums of advertising, captures the viewers’ attention without competition from other messages. In this way, the advertiser’s message reaches full impact, engaging completely with the consumer.
The South Africa Consumer Initiative (SACI) is a comprehensive consumer database, created and owned by Demographica. It is comprised of over 1.5 million South African consumers from a wide variety of different demographic segments. The South African Consumer Initiative has helped numerous clients to effectively reach their target audience through expertly designed campaigns. These incorporate branding, driving customers to client websites, as well as non-competitive messages often integrated with the clients above-the-line campaign.
An excellent example of how effective database campaigns are can be illustrated by a campaign carried out by an entertainment vendor earlier this year who was advertising a new movie release.’ Out of 22,000 emails sent 98.36% of the emails were delivered. Of these the open rate was 15.62% and the click rate was 48.8%. In another similar campaign, of the 50,000 mails sent 99.44% of the emails were delivered. Of these the open rate was 20.47% and the click rate was 44.44%.
With such good interaction rates there can be no question on the effectiveness of the mailers. They are undoubtedly a good investment for any advertiser.
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