Study: E-mail Tops Among DR Tools
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, New York.
E-mail is used primarily by 35 percent of companies compared to 25 percent that use traditional direct mail and 21 percent that use packages, statement-stuffers or free-standing inserts.
The findings echo a study from last fall by MarketingSherpa, where 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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