Marketers Say eMail Strongest Performing Media Buy
Datran Media recently released the results of its second annual survey of over 2000 online marketing professionals, finding that 82 percent of the marketers surveyed indicated that they plan to increase their use of email marketing in 2008, and 55 percent of the respondents cite that they expect ROI from email to be higher than any other channel. The reports says that the survey results are consistent with the Direct Marketing Association's recent report, which found that email ROI will hit $45.65 for every dollar spent in 2008, more than twice the ROI of other mediums including search and display.
In addition to increased use of email as a media and lead generation channel, the Datran Media survey found:
Selected key findings include the following...
Company Email plans for 2008, compared to 2007:
Source: Datran Media, January 2008
Expectations for company's Email marketing ROI in 2008:
Source: Datran Media, January 2008
Advertising media buys that perform strongly for your company: (multiple response OK)
Source: Datran Media, January 2008
Media channels that complement the eMail media channel: (multiple response OK)
Source: Datran Media, January 2008
Of those who plan to employ eMail, they also expect:
Source: Datran Media, January 2008
The respondents say eMail planning includes these elements in 2008:
Source: Datran Media, January 2008
Response to... "use and/or plan on using an outside vendor for email marketing?"
Source: Datran Media, January 2008
For a complete view of survey results, please visit Datran Media Success here.
The text release can be viewed here.