Marketers know that email can be a great direct response channel, encouraging consumers to take immediate action and help boost sales, but not many people have thought of email as a branding medium. Until now.

A new study comducted by Dynamic Logic shows inbox advertising can provide significant branding benefits in addition to the acquisition strengths typically attributed to the media channel.

The results counter mainstream characterizations of inbox advertising as an acquisition-only vehicle. More than many other channels, inbox advertising gives companies the ability to deliver highly targeted messages to opt-in consumers. Because it significantly increases the chances of delivering the right message to the right consumer at the right time, inbox advertising can have the additional benefit of creating a more favorable impression of the company’s brand.

The full results of the study can be viewed online.