To marketers, ROI means everything, and according to a surprising new survey, a greater number say e-mail--not search--generates the most added revenue per campaign. The MarketingProfs survey, which
queried 1,033 marketers in the U.S. and Canada, finds that 40 percent of marketers say e-mail earns the highest ROI, followed by search (28 percent), and then direct mail (18 percent). Of course, some
35 percent do not use clear success metrics, and the metric systems used by the rest were not uniform. But it would seem that measurement and targeting are the reasons for e-mail's success. Between 50
and 70 percent of respondents said they tailor different e-mail response elements to each new campaign. Fifty percent of respondents said they segment their e-mail files by demographic data and user's
previous actions to boost results. Only 35 percent said they use e-mail as part of a multichannel campaign, and 60 percent of those said they consider the impact of multiple channels on every
campaign. Seventy-three percent of the survey's respondents were corporate marketers, and roughly 50 percent were B2B.
Read the whole story at MarketingVox »
