Marketers Say eMail Strongest Performing Media Buy
Source: Datran Media; www.datranmedia.com
Datran Media 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.
In addition to increased use of email as a media and lead generation channel, the Datran Media survey found:
- 80 percent of respondents indicated email was the strongest performing media buy ahead of search and display.
- Search is the favored channel for complementing the email channel.
- More than 80 percent of marketers send targeted email campaigns.
Selected key findings include the following...
Company Email plans for 2008, compared to 2007:
- 82.4% to increase use of email marketing
- 15.3% to stay the same
- 2.4% to decrease email marketing expenditures
Expectations for company's Email marketing ROI in 2008:
- 55.3% say higher than other channels
- 25.9% feel ROI roughly equal
- 18.8% say lower
Advertising media buys that perform strongly for your company: (multiple response OK)
- 80% say eMail
- 37.6% display
- 70.6% say Search
- 16.5% feel Print
- 10.6 say Broadcast
- 7.1% Cable
- 1.2% think Mobile
- 2.4% report RSS
- 34.7% say Ad Network
- 8.2% uncertain
Source: Datran Media, January 2008
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