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Digital Impact released its “Trends in Direct Marketing Study,” a report based on interview responses from senior marketers in Fortune 1000 companies. Among this group of marketers, findings showed that email is viewed as a highly strategic aspect of their overall marketing and communications and will be more tightly integrated with other forms of direct marketing over the next several months.
Conducted by a third party, the interviews targeted the most senior marketing executive responsible for direct mail at companies with minimum annual sales of $1 billion and in most cases exceeding $10 billion. The study revealed that most sophisticated marketers view email marketing as a strategic initiative, which, when done well, plays a critical role in building relationships with clients and prospects.
“Online direct marketing continues to evolve as a strategic component of the marketing plan, because it delivers exceptional and quantifiable results in a cost effective manner,” said David Kleinberg, senior vice president of marketing at Digital Impact. “This study further validates the important role of email marketing in the development of integrated marketing initiatives at Fortune 1000 companies.”
Key findings of the study include:
“Email marketing is a key element of our direct marketing strategy. We are barely scratching the surface right now and want to use email marketing more effectively.”
Relationship marketing manager for a large technology company
“Most marketers are shifting to email from direct mail…because it gets responses faster and is easier to measure. Our strategy is to convert offline names to email as soon as possible.”
Manager of marketing communication for a large networking company
“We place a lot of value on email because of the convenience and the economics and the perceived value to the customer.”
Director of CRM systems for a large retail consumer electronics company
“We’re going through a revolution in thinking that email can do more than just bring people to our Web site…We collect email addresses in stores to use them to alert people to what’s going on in the store. We follow-up catalogues with relevant emails…The channels are integrating more closely.”
Vice president of direct sales for a large retailer of outdoor gear.
“Email had been the sole province of the online marketing group, but we realized that we need to integrate our marketing efforts and so we moved the email group to the regular marketing group and now all the channels can be supported from a centralized organization.”
Vice president of direct sales for a large retailer of outdoor gear.
Digital Impact released its “Trends in Direct Marketing Study,” a report based on interview responses from senior marketers in Fortune 1000 companies. Among this group of marketers, findings showed that email is viewed as a highly strategic aspect of their overall marketing and communications and will be more tightly integrated with other forms of direct marketing over the next several months.
Conducted by a third party, the interviews targeted the most senior marketing executive responsible for direct mail at companies with minimum annual sales of $1 billion and in most cases exceeding $10 billion. The study revealed that most sophisticated marketers view email marketing as a strategic initiative, which, when done well, plays a critical role in building relationships with clients and prospects.
“Online direct marketing continues to evolve as a strategic component of the marketing plan, because it delivers exceptional and quantifiable results in a cost effective manner,” said David Kleinberg, senior vice president of marketing at Digital Impact. “This study further validates the important role of email marketing in the development of integrated marketing initiatives at Fortune 1000 companies.”
Key findings of the study include:
“Email marketing is a key element of our direct marketing strategy. We are barely scratching the surface right now and want to use email marketing more effectively.”
Relationship marketing manager for a large technology company
“Most marketers are shifting to email from direct mail…because it gets responses faster and is easier to measure. Our strategy is to convert offline names to email as soon as possible.”
Manager of marketing communication for a large networking company
“We place a lot of value on email because of the convenience and the economics and the perceived value to the customer.”
Director of CRM systems for a large retail consumer electronics company
“We’re going through a revolution in thinking that email can do more than just bring people to our Web site…We collect email addresses in stores to use them to alert people to what’s going on in the store. We follow-up catalogues with relevant emails…The channels are integrating more closely.”
Vice president of direct sales for a large retailer of outdoor gear.
“Email had been the sole province of the online marketing group, but we realized that we need to integrate our marketing efforts and so we moved the email group to the regular marketing group and now all the channels can be supported from a centralized organization.”
Vice president of direct sales for a large retailer of outdoor gear.