Direct Marketing Study Results

The Direct Marketing Association has just released the Power of Direct economic impact study. 031-phbuat2There were some interesting findings on Return On Investment (ROI) and the amount being spent on different forms of direct marketing.

  • Email’s ROI in 2008 was $45.06 for every dollar spent on it which is lower than the $48.34 in the previous year.
  • Non-e-mail Internet marketing delivered $19.94 for every dollar spent.
  • Catalog marketing delivered $7.28 for every dollar spent.
  • Non-catalog direct marketing’s ROI was $15.55.

Marketing Expenditures by Channel

  • Email – $600 million
  • Non-email Internet marketing – $24.1 billion
  • Telephone marketing (estimated) – $42.5 billion (Now I know why we get so many calls at dinner!)

What Results Can They Deliver According to the DMA?

  • Non-e-mail Internet marketing – $559 billion in sales in 2009
  • Non-catalog direct mail – $561.7 billion in sales in 2009
  • Email – $32.6 billion in sales in 2009

Thanks to Direct, A Chief Marketer Stop for some of the information used here.

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3 Comments Add yours

  1. Jim Gilbert says:

    This is great info to know. You have to figure though that email’s ROI is inflated because it clearly is the most powerful way to communicate with people who already are on your file (customers and identifiable prospects)

    Email is not a great customer acquisition tool. Direct mail is the hands down winner due to the nature of unsolicited email being considered spam even if there was a 3rd party opt in.

    Jim Gilbert

  2. Sara Kmiecik says:

    I disagree. Email marketing would not keep becoming more and more popular if businesses were not seeing results. Also, as the latest Forrester report showed, the amount spent on emails will grow to $2 billion by the year 2014.

  3. I would have to concur with Sara, businesses only stick with a marketing strategy if its working. Email marketing is a great way to build your brand and get a decent response from potential customers.

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