Email overtakes print direct mail by volume

by Hayley Pinkerfield, Revolution UK 03-Sep-07

Email marketing has overtaken print direct mail by volume for the first time, as companies maximise the targeting and cost-saving potential of digital direct marketing.

The average number of emails rose by 50 per cent in the last quarter,
according to the Direct Marketing Association (DMA) Email Benchmarking
report.

Email marketing volume is set to grow by another third, predicted all

respondents.

While direct mail expenditure continues to rise, volumes have decreased
over the past year, as more multi-channel integrated campaigns are
delivered. Most marketers, however, believe that a combination of print
and online is the best approach to direct campaigns.

Royal Mail consumer research found that integrating digital advertising
with direct mail campaigns can increase customer spend by almost 25 per
cent. More than half of web users (55 per cent) prefer to be contacted
by a combination of DM and online.

"The growth in email marketing underlines its power as both a standalone
medium and its role within integrated campaigns," said Robert Keitch,
director of media channel development, DMA.

The DMA emphasised the importance of adhering to the DMA Code of Conduct
as the medium grows in popularity.

Richard Gibson, chair of the DMA Email Marketing Council Benchmarking
Hub, warned that breaching best-practice guidelines has the potential to
"massively damage a brand".