Soft drink companies buzz on e-mail

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Pepsi, Gevalia and Coke lead the beverage industry in e-mail marketing, according to a new survey by e-mail ser­vices firm Email Data Source.


The survey, Email Brand Equity In­dex of Marketers in the Non-Alcoholic Beverage Industry, measures the quality and effectiveness of e-mail marketing efforts as well as the representation of their brands in third-party e-mails for the beverage industry.


Pepsi ranked No. 1, followed by Geva­lia, with Coke in third place.


The survey monitors the e-mail mar­keting campaigns of more than 36,000 companies in 230 market sectors. The Email Brand Equity Index is deter­mined by compiling historical data on e-mail marketing messages and measur­ing e-mail effectiveness in how traffic is driven back to the site.


Bill McCloskey, Email Data Source's co-founder and chairman, said in a statement that measuring brand equity across all e-mail marketing channels reflects how the typical consumer may perceive that brand in their inbox.


“Understanding how consumers see them as a whole can help marketers improve their brand equity and their ROI,” he said. “Consumers respond more favorably to e-mail marketing efforts based on positive past e-mail experience.”


After Coke, e-mail beverage market­ers were led by Ocean Spray, which took fourth place; Boca Java, No. 5 and Folgers, No. 6. The Florida Department of Citrus was seventh. Milk PEP came in eighth, with coffee makers Green Mountain Coffee Roasters at No. 9 and Starbucks at No. 10.

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