Opt-in Email Marketing

Email vs. Direct Mail: Email is used by 83% of respondents and scores a high 4.4 out of 5 efficiency rating while direct mail scores at 3.5. Both methods use a targeted delivery, however, the cost of email is substantially lower than the cost of development, printing, labeling, and postage for a direct mailing.

In fact, when you compare the response rate of 11% (and up to 20%) for targeted email; vs. the 1-3% response from direct mail, email wins - hands down.

Mergers and acquisitions among e-mail marketers and the development of customer relationship management services will spur 41 percent annual growth in the e-mail marketing industry to $3.5 billion by 2005, up from $910 million in 2001, according to a study by Winterberry Group.

The study noted that this growth is being driven by direct marketers' increasing acceptance of e-mail as a viable marketing channel. Permission-based commercial e-mail accounts for about 10 percent of the 300 billion messages sent today. By 2005, it is expected to account for about 25 percent of 600 billion messages.

 

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