COMMENT ON Study: E-Mail is The Most Effective Form of Direct Response
The article highlights 2 points:- E-mail is used primarily by 35% of companies compared to 25% which use traditional direct mail and 21% who use package, statement stuffers or free standing inserts
- 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.My comment is that success of email marketing is down to the nature of the relationship between the sender and the recipient. Permission and effective targeting are key. If someone has asked for an email, then they will read it. If it interests them, then they will read the next one.
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