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DETROIT E-mail is now the most popular form of direct response marketing, per a new survey of large U.S. corporations conducted by Direct Partners.
E-mail is used primarily by 35 percent of companies compared to 25 percent that use traditional direct mail and 21 percent that use promo packages, statement stuffers or freestanding inserts.
The findings echo a study from last fall by MarketingSherpa, wherein participants reported that “house e-mail marketing” delivered the best return on investment in terms of direct response.
The results of the Direct Partners study were derived from 30,000 surveys sent in April to senior executives at companies with 2007 revenues exceeding $100 million.
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