Study: Business Mailers on the Web

Share this content:
WHITE PLAINS, NY--Business mailers are actively marketing and selling to customers through their Web sites and continuing to grow mail-order sales, according to results of the Acxiom/Direct Media Business Usage Survey, presented at the 23rd Annual Business Co-op and Hi-Tech Symposium here this week. Of the 52 companies that responded to the survey, 83 percent maintain an active Web site, 57 percent use their sites to take orders, 74 percent to field inquiries and 68 percent to dispense information. Despite the presence of Web sites, only 16 percent of respondents conducted 10 percent or more of their transactions online. Thirty-one percent have customer files with an e-mail address, and 35 percent are using e-mail for marketing. Gross mail-order sales increased 7.8 percent from 1996 to 1997 and are up another 7 percent thus far in 1998. Pretax profit in 1997 was up 6.1 percent compared to 1996. Ninety percent of the respondents said business from regular customers is good or excellent while 57 percent said the same of prospect business. Customer mail quantity is expected to increase 4 percent this year and prospect mail quantity 6.2 percent. Mail volumes for the second half of 1998 are expected to surpass projections by 5.4 percent. Customers generate an average order of $1,045.31 and prospects an average order of $586.80.
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above