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Survey Says: Email Strongest Performing Media Buy

Datran Media recently released their second annual survey of over 2,000 online marketers, regarding their insight into the best online promotional methods.

Over 82% said they were planning to increase their use of email marketing in 2008. ROI from email marketing was anticipated to be much higher than other promotional avenues by 55% of respondents. When compared with other media buys, email came in on top, over display, search, print and other media channels.

Interestingly, email serves a double purpose, as seen by survey respondents, who leveraged email as a sales tool as well as utilizing it as a media channel.

Email was used to send newsletters by 80% of the respondents. In addition to using email as a sales tool, it was also used to reactivate dormant customers, enhance customer relationships and increase brand awareness.

An important note is that over 81% send TARGETED email campaigns, with less than 19% sending untargeted campaigns. The majority of targeting was based on actions or demographics / location.

Debbi Bressler
Email Marketing Specialist
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This entry was posted on Tuesday, January 22nd, 2008 at 7:09 pm and is filed under email marketing, marketing, advertising, email. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

2 Responses to “Survey Says: Email Strongest Performing Media Buy”

  1. Charles Says:
    February 20th, 2008 at 12:01 pm

    Hi Debbie,
    Thank you for sharing this article.

    Email marketing is very effective, that’s why most marketers are using it. Others have even gone a step ahead to include surveys in their marketing.
    Recently Google has introduced free surveys to marketers, which is working great with good results. One of the Autoresponder services has introduced a short video to show its customers how easy email marketing and surveys are.
    Therefore email marketing will be the best option for any serious online marketer.

  2. debbi Says:
    February 20th, 2008 at 8:55 pm

    Hi Charles,

    Thanks for stopping by and commenting.

    We agree that email marketing is here to stay!

    Debbi.

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