Direct Marketers use Email Marketing as a Key Promotion Channel
Direct email is a key element among all the promotion channels used by direct marketers. According to a 2007 study by the Direct Marketing Association (DMA), 90% of direct marketers use non-catalog direct mail as their promotion channel, and about 46% say this is their main promotion channel. About 39.6% of enterprises use direct mail (non-catalog), while only 6.1% of enterprises use direct mail (catalog) as the main channel of promotion.
- Direct mail broadens leadership in promotion channels: among the various channels used for promotion, direct mail (not a catalog) leads from 39.6%, followed by 15.9% of commercial email, 9.1% of internet marketing as main channel of promotion. On average, 45% of B2B and B2C companies use direct mail as a promotion channel. B2B companies spend about 43.3%, while B2C companies spend about 50.8% of their total annual budget on non-catalog direct mail channels for promotion.
- URL is the most popular point of contact. Among B2B and B2C firms that use direct mail promotion channels, about 84.4% and 78.8% respectively provide a URL as a contact for receiving service information. Among B2B companies, 64.4% provide a toll-free number and 62.6% provide an e-mail address as communication. And when it comes to B2C companies, 75.9% provide toll-free numbers and 57.65% of postal addresses as a contact point for receiving service information.
- Large and small profitable companies prefer direct mail: direct mail (not a catalog) is used as the main channel for consumer marketers and medium and small-income companies. When it comes to B2B companies, commercial email is more common among small and medium-sized companies. These companies receive 93.7% of answers via the Internet, 79.5% of calls, and 70.8% of their customers through internal sales departments.
- B2C and B2B firms use direct mail for various purposes: B2C firms mainly use direct mail promotion channels to retain customers with the subsequent distribution of special and one-time offers. When it comes to B2B firms, direct mail is used to attract customers, not newsletters and announcements.
Many B2B and B2C companies prefer direct mail as their main promotion channel. Despite a significant increase in online channels such as internet marketing, direct marketers still use direct mail as a key channel for promotions.
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