Because of the economy, many marketers are cutting back on advertising expenditures. However, in a recent poll of marketers, Target Marketing researchers found that direct mail marketing and email marketing were by far the most preferred marketing methods for attracting and retaining customers. Both of these methods provided the best return on investment. eMarketer reported the breakdown in the chart below.
You would think that direct mail, especially in comparison to email, would be considered old-hat. But that’s simply not the case, according to researchers. eMarketer reported this month that the number of direct mail offers sent out to US customers increased by 17% in 2007, and four out of five of the top direct mail sending industries — auto, insurance, credit card, and telecom — increased their mailings.
Who sends email? Easy. Two industries dominate the email platform: banking and travel. Combined, they are responsible for 80% of commercial email.
Just how effective is email marketing? Um, can you say, very? A study this month found that half of consumers made an online purchase last year as a result of permission-based email marketing. Email marketing was found to be second in influence only to customer reviews on websites, as determined by a February 2008 study and about equal in influence to search results. That’s REALLY influential!
The key to keeping email subscribers? Making sure your list is completely permission-based AND delivering relevant content to your subscribers. Fail at that, and expect them to hit the “unsubscribe” button.
Old school, new school — Fletcher Prince designs and implements direct mail and email marketing campaigns.