E-mail marketing campaigns -- especially those directed to existing customers -- produce dramatically better return on investment (ROI) than any other direct marketing technique according to a study the Direct Marketing Association (DMA) released at its annual conference.

Using an index in which 2 represented profitability, e-mail came in at a 14.2 ROI. The next-closest direct marketing medium, direct response TV, generated ROI of just 8.4. Direct mail came in at 7.2. DMA researchers calculated ROI by looking at revenue per contact; cost per customer; and response rate on over 1,500 direct and interactive marketing campaigns conducted in the first quarter of 2003. Posted by: DTB at 4:06 PM  |  Permalink