According to a recent article in AdWeek, email is now the most popular form of direct response marketing, based on a new survey of U.S. corporations done by Direct Partners.  The survey was sent to 30,000 companies with 2007 revenues exceeding $100 million.

The overall results of the study show that email is used primarily by 35% of companies compared to 25% that use traditional direct mail and 21% that use packages, statement stuffers or other free standing inserts.

What do you think the reasoning for this is?  Low cost? Quick response? What other reasons?

Another important note from the study was that half of the respondents that completed the survey said they handle their direct response marketing internally. What do you think benefits are of handling internally over externally?

Also among the findings:

– 68%  market to their prospect database

– 82% market to their customer database

– 57% said their direct response budget would remain the same this year

– 47% said that less than 10 percent of their marketing budget went to direct response media

–50% of the respondents handle their direct response marketing internally

–56% spent less than $1 million on direct response media in the past year

What do you think of these statistics?

How does your organization handle email in regard to using it as a direct mail tactic?

Source: AdWeek

Article Tags: Direct Mail Marketing | email | TalentZoo | Technology
Filed under: Business, Direct Mail Marketing, Technology