E-mail is now most popular direct marketing channel in the US.
According to a recent study conducted by Direct Partners of New York, E-mail is now the most popular direct marketing channel in the US. E-mail is used primarily by 35% of companies compared to 25% which use traditional direct mail and 21% who use package, statement stuffers or free standing inserts. The results of the Direct Partners study were derived from 30,000 surveys sent in April to senior executives at companies with 2007 revenues exceeding $100 million. Twenty-eight percent of respondents said that e-mail works most effectively for them, with 24% reporting that direct mail does the best job. The full summary of report findings can be found here on Brandweek.