How much are you using e-mail to reach your facility’s customer base? According to a study released last November by the Direct Marketing Association (DMA), e-mail was one of the most effective ways marketers (from various business settings) reached customers in 2000. Fifty-nine percent of research respondents attributed increased sales to e-mail usage. Here are some more interesting facts from the study, “The DMA State of the E-Commerce Industry Report 2001”:
- Nearly two-thirds of the 59 percent of respondents reporting a boost in sales relied on direct click-throughs.
- 54 percent used unique links to track the effectiveness of their e-mail campaigns.
- While 80 percent of marketers still use regular e-mail and 73 percent use plain text messages, 62 percent are adopting HTML for use in e-mail promotions.
- 55 percent of direct marketers employing e-commerce are earning a profit.
- 55 percent of those not currently profitable with this marketing device expect to be in 2002.
- Because of this anticipated growth, 75 percent of respondents plan to increase their investment in these types of activities; 83 percent expect it will positively impact revenues in 2002.
Source: iMarketing News, November 5, 2001