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BizReport : Email Marketing : January 22, 2008
Datran: Email outperforms display and search
A new survey from Datran Media shows that online marketers believe email is the strongest-performing media buy, outperforming other popular online marketing methods.
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
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