List Spending On the Rise, ROI Dips: Teramedia Survey
List spending has increased considerably while ROI is down slightly, according to Teramedia Corp.'s List Trends Poll.
In addition, the survey also revealed multichannel list campaigns are on the rise, and postal and e-mail campaigns are the leaders of the pack.
"[The research] shows that list managers and list compilers must continue to provide unique lists in order to satisfy the growing number of niche-oriented, multichannels campaigns as well as the marketers ever increasing demands for ROI," said Scott Hardigree, chief marketing officer at Teramedia, Orlando.
The usage of specialty lists, like Spanish-speaking lists, has also increased.
Compiled lists had the smallest increase in usage when compared to managed and response-based lists, Mr. Hardigree said.