Senior marketing executives in Fortune 1000 companies view e-mail as a highly strategic aspect of overall marketing and communications and will integrate it more tightly with other forms of direct marketing over the next months, according to a study to be released today by Digital Impact.
Questioning for the “Trends in Direct Marketing Study” focused on the most senior marketing executive responsible for direct mail at companies with minimum annual sales of $1 billion and in most cases exceeding $10 billion.
The study found that while most marketers want to integrate online and offline marketing, they face hurdles, including data management and analysis, and organizational issues. Those interviewed said that despite these challenges, they are committed to leveraging the potential of e-mail marketing to drive revenue and deepen relationships with existing customers across channels.
Digital Impact is a provider of online direct marketing solutions.