Email marketing has overtaken print direct mail by volume for the first time, with the average number of emails sent up by 50 per cent in the last quarter, according to the latest Direct Marketing Association (DMA) Email Benchmarking report.
What’s more, it is predicted that digital direct marketing is set to grow by another third over the next quarter.
On the flip side, direct marketing – traditionally the golden ticket for advertisers and marketers alike – seems to be on the decline. That said, most pundits believe that a combination of offline and online media is the best approach to direct campaigns.
The growth in email marketing underlines its power as both a standalone medium and its role within integrated campaigns,” said Robert Keitch, director of media channel development, DMA.
What are your best practices for this convenient, direct and low-production marketing channel? Please share in the comments section below.
Source: Revolution UK, 13 August 2007
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