The use of e-mail marketing has finally overtaken for the first time the popular direct mails in the UK, based on a new report by Direct Marketing Association’s Email Marketing Council.
According to DMNews:
According to the report, 100 percent of respondents believe that volumes will continue to grow by about one third. Forty-two percent of respondents believe that the success of e-mail marketing campaigns is due to targeting, while 33 percent attribute it to the product offering and 25 percent attribute e-mail’s success to good creative.
It is very apparent why e-mail marketing is gaining grounds in the field of direct marketing – speed and low cost. With almost all direct marketing companies resorting to e-mail marketing, this significantly intensifies the level of competition and may not be a profitable alternative for many players over the long haul.
Originally posted on August 21, 2007 @ 11:56 pm
All very well, but for most people email response rates are stunningly low, so low in fact that everyone has to do more and more emails just to try and make it worthwhile.
Thanks Tony, that’s a very good point. I guess the downside of any popular strategy is too much competition. That’s why I suggest companies involved in direct marketing not to let go of direct mail campaigns, just find some ways to lower their expenses.