Doubleclick also found that 37% of shoppers made an impulse buy in response to a piece of e-mail advertising, a rise of 17% from last year’s figure.
Although Doubleclick is optimistic about the possibilities offered by e-mail advertising, a medium in which it has increased its investment, it also acknowledges the need for caution. The survey indicated a better reception from customers if the advertisement originated from a business with which they had some sort of prior relationship.