Datran: Email outperforms display and search

Datran Media’s second annual Marketing & Media Survey polled over 2,000 online marketers to discover what has been, and what will continue to be, their best-performing online marketing tool. Marketers involved came from over 90 companies including Avenue A|Razorfish, QVC and OgilvyOne Worldwide.

Email came out on top with 80 percent of respondents claiming it to be the strongest-performing media, ahead of search and displays advertising. Over half, 55 percent, expect ROI from email to be higher than any other channel

Eighty-two percent of respondents said they will be increasing their use of email marketing during 2008. In fact, “email ROI will hit $45.65 for every dollar spent in 2008, more than twice the ROI of other mediums including search and display”, according to Datran’s recent announcement.

"In 2008, email will become a more significant contributor and a more important media element in the sophisticated advertiser's marketing arsenal," said Howard Koval of Hit Start.

Other findings from Datran’s survey include:

- 67 percent of respondents said email helps boost sales from other channels
- 64 percent plan to integrate marketing messages in to transactional emails
- 69 percent use, or plan on using, an outside vendor for email marketing
- 80 percent use email to send newsletters
- 70 percent use email to drive sales

Tags: email marketing, marketing channel, survey