Study: E-Mail is The Most Effective Form of Direct Response

By Steve Miller

July 3, BrandWeek


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% 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.

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. Twenty-eight percent of respondents said that e-mail works most effectively for them, with 24% reporting that direct mail does the best job.

"The dramatic emphasis on e-mail as the primary direct marketing vehicle is significant," said Harry Haber, vp-Direct Partners, Marina del Ray, Calif. "And why not? It's fast to deploy, inexpensive to distribute versus other media, and the response is rapid."

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