Stick With the Click for Direct Marketing to Members

Jul 01, 2002

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

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