For another insight into the value and power of well managed direct email marketing read this recent eMarketer article.
A few important grafs -
- Half of US adult e-mail users surveyed in April 2008 for Merkle‘s “View from the Inbox” study, conducted with Harris Interactive, said they had made an online purchase in the previous year as a result of permission-based marketing.
- In addition, e-mail was second only to customer reviews on Web sites for influencing online purchases, according to DoubleClick Performics‘ “Green Marketing Study,” conducted by Opinion Research Corporation in February 2008. E-mail was roughly equal to search results in terms of influencing online purchases.
- “There is a substantial gap between what marketers believe is relevant to the consumer, and what consumers rate as valuable,” said Lori Connolly, director of research at Merkle.
This last point contributes to what I have been stressing in our weekly newsletters as we are attempting to help wedding professionals redesign their marketing communications.
There is a lot more info and statistics in the article. Worth the read.
Related posts:
- Today’s brides-to-be want your email
- Direct Email Marketing and the Rule of Seven
- MUST DO – follow up those wedding and bridal show leads
- Teleseminar recording with exceptional wedding/bridal marketer Lori Osterberg
- “Socializing” with your website visitors works! A Bottom Line Income Increase from using Social Media
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