E-NEWS: 'Beyond the Click' Research Report Widely Cited
AICPA researchers find marketers may be missing more than 50 percent of online ad response.

Marketers are missing more than one-half of all responses to their online advertisements, according to the American Institute of Certified Public and Accountants and Bay Street Group Beyond the Click, Maximizing Advertising ROI in B2B E-Newsletters study. The latest research effort from AICPA e-media team found that more than one-half of follow-up to online ads occurred up to 30 days after the ads had appeared in professional e-newsletters. Readers who were exposed to online newsletter ads but did not click on them could recall the ads almost as frequently as readers who did click on the ads (22% versus 28%).

The AICPA research team, led by CPA Insider™ Publisher, Hank Berkowitz and CPA Insider lead columnist, Rick Telberg, surveyed more than 2,000 readers of their e-newsletters and tabulated both pre- and post-campaign analysis for nearly two-dozen advertisers.

A number of influential accounting and e-media sources picked up on the research findings:

3/19/08: How to Maximize Impact of E-mail Newsletter Ads

10/5/07: Newsletters and Delayed Ad Clicks

10/2/07: AICPA Study: Online Marketers Miss More Than Half of e-Ad Responses

10/5/07: AICPA Study: Financial Pros Click and Save

10/2/07: Marketers Missing Up to 55 Percent of Online Ad Response

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