ANA Finds Email Most-Used Response Medium, But The Biggest Check Is Still In The Mail

Digital media such as email, social paid search and display are the most-used by marketers seeking direct responses from consumers, but the analog medium of direct mail still delivers the best return on investment, according to findings of the 2021 edition of survey fielded by the Association of National Advertisers.

The findings, which are published in the ANA's just-released "Response Rate Report 2021," are based on the findings of self-reported surveys conducted among 1,250 executives between February and July, 2021. 

The survey also finds the top "tactics" respondents plan to use in the future include organic search (47%), chatbots (41%), live chat (39%), QR codes (29%), chat apps (24%), and voice technology (23%).

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