I JUST GOT OFF THE stage from an e-mail panel at Ad:Tech and for those that could not be there, here is a summary of what I talked about:

General E-mail Trends: First, according to the DMA Response report that came out a few weeks ago, e-mail had the sixth highest response rate (at around 1.12 percent) behind telemarketing (5.78 percent), dimensional mail (2.3 percent), catalogs (2.18 percent), direct mail (1.88 percent), and coupons (1.12 percent).

However, when you look at the return on investment (ROI) index in the same report (the actual ROI which factors in the costs versus the response), e-mail came in second place (16 index points) only behind telemarketing (18.2 index points). This fact, however, seems lost on the DMA itself which (as we reported here a few weeks ago) still seems to treat e-mail as an unwelcome guest.

Ad:Tech Email Marketing Stats Posted by: DTB at 9:25 PM  |  Permalink