Online Marketers: Email Beats Search, Display Advertising
Eight in 10 marketers cite email as the best-performing medium, ahead of search and display, according to Datran Media’s second annual survey of 2,000 online marketing professionals conducted in December ‘07.
Moreover, 82% of the marketers surveyed indicated that they plan to increase their use of email marketing in 2008, and 55% of the respondents said they expect ROI from email to be higher than any other channel.
Email ROI will hit $45.65 for every dollar spent in 2008, more than twice the ROI of other mediums including search and display, said Datran Media, citing data from the Direct Marketing Association.
Among other findings of the Datran survey of online marketers:
- Some 67% of respondents stated that email has helped boost sales through other channels. In these scenarios, email is a tool for sales as well as a media channel.
- Search is the favored channel for complementing the email channel.
- More than 80% of marketers send targeted email campaigns.
Additional findings, with charts, are available via Datran’s website.
Jan 23-08
January 24th, 2008 at 1:40 pm
Datran’s a great company - but I have to question the results of a marketing survey by an email marketing company that say that email marketing is the best performing vehicle. All depends on how you define best…
January 26th, 2008 at 8:09 pm
It is implied that email marketing means marketing to current customers or visitors who are interested enough to submit their email through a form, etc. So, unless the business can’t convert existing customers again or interested prospects to customers, I don’t see how other media which relies on converting less-engaged consumers could ever have a higher ROI.
David Shor
Director, Interactive Media
Wingman Media, Inc.