The Email Wars

This is great news and also amazing in some ways. 35% vs 25% of companies are using email versus direct mail in this recent study. Direct mail has really dropped significantly. Amazing. What they don’t show, which I would like to see, is how when DM and EM are used together what the success rates are, the lift, and how many companies are using both in tandem.

From Adweek: 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 from MarketingSherpa, where participants reported that “house e-mail marketing” delivered the best return-on-investment in terms of direct response.

Read the Article/Study