Email overtakes direct mail use
Email marketing is being employed more than direct mail for the first time, according to the Direct Marketing Association (DMA).
Email marketing volumes grew by 52% year on year in the final quarter of
2006; while investment in direct mail also increased, the total volume
sent decreased during the year.
The DMA attributed the hike in email use to factors including short
ADVERTISEMENT
production time, better targeting and lower cost. It added that
bounce-back rates dropped from 6% in the first quarter of 2006 to 2% in
the same period in 2007.
Email marketing volumes are forecast to rise by a further 33% over the
next year.
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