E-Dialog: E-Mail Is Top-Three Marketing Vehicle

Share this content:
A study by outsourced e-mail marketing services firm e-Dialog said 32 percent of respondents ranked e-mail as their most effective marketing vehicle and 82 percent placed it in the top three.


In a sign of broader acceptance, 48 percent of those surveyed hold e-mail to be a mainstream marketing vehicle for their firm, according to e-Dialog's 2002 E-Mail Marketing Benchmarking Study, a 22-page report based on responses from 300 marketers across industries. The study was released yesterday.


"We have seen the marketing budgets of our clients steadily shift toward e-mail, and this study further substantiates that trend," John Rizzi, president/CEO of Lexington, MA-based e-Dialog, said in a prepared statement.


The survey found that 55 percent of respondents increased the percentage of marketing dollars they allocated to e-mail this year versus last, and only 5 percent decreased it. By contrast, 16 percent boosted the budget for traditional direct mail while 33 percent decreased it.


According to the study, e-mail was the only marketing discipline whose average percentage of budget grew in 2002 from 2001.


Also, 54 percent of marketers surveyed increased their use of e-mail because of the economic slowdown.


Loading links....
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's 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