Email now favoured over print for marketing offers
It has been a long time coming, perhaps, but the latest figures from the Direct Marketing Association show that in the fourth quarter of 2006, commercial email volumes rose by 50% year-on-year, and overtook print direct mail for the first time.
The email format was particularly popular among retailers sending discount vouchers to potential customers in the run up to the Christmas period, and this seems likely to remain a popular marketing option. Email campaigns are cheaper and quicker to produce than print ones, and also offer the advantage that their results are easier to measure and evaluate. Set against this is the disadvantage that email campaigns can be rejected as spam before they even reach the customer. It seems likely, then, that both email and print will continue to have important roles to play in this area of the market.
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