More Proof That Email Rules!

Industry media have been taking note of a recent study by Direct Partners with headlines focusing on the findings that email is the most effective from of direct response. The finding echoes a study from last fall from MarketingSherpa, where participants reported that “house e-mail marketing” delivered the best return-on-investment in terms of direct response. According to the study, email is used by 35 percent of companies compared to 25 percent which use traditional direct mail. The April study sent to 30,000 executives at companies with 2007 revenues exceeding $100 million also found that 28 percent of respondents said that email works most effectively for them, followed closely by direct mail at 24 percent.

So far, 2008 has been the year for email, with study upon study proving its value as a marketing, retention, lead nurturing and sales tool. Prospectiv’s polls support this, with direct feedback from consumers who say they prefer email for receiving special offers and promotions from their favorite brands. Especially in these difficult economic times, Prospectiv’s consumer polls have shown opportunities for all marketers to reach consumers with enewsletters.

Tough economic times not only lead consumers to do online research, they lead to more time spent researching and comparing brands and prices. A recent Prospectiv survey, which discovered that 84 percent of those polled had changed their shopping habits due to concerns about recession, also showed that 74 percent would welcome more online offers, coupons and e-newsletters from their favorite brands and products.