A study by IPT finds that e-mail is challenging television's position as the dominant form of marketing.

Research conducted by IPT in August and September 2004 indicates that consumers are showing a more favorable opinion of e-mail marketing compared to TV advertising. When asked to pick the most effective marketing communication channel, 32% of consumers say e-mail, not far behind the 39% that choose television. With the majority of respondents choosing to receive their messages at home in the evening, the report claims, "e-mail is fast encroaching on TV's territory as the king of promotion."

Consumers Respond Favorably to E-Mail Marketing Posted by: DTB at 8:15 AM  |  Permalink