Higher ROI Expected from E-mail in ’08

By Melissa Campanelli

RISMEDIA, Jan. 29, 2008-(eM+C)-Eighty-two percent of marketers surveyed by Datran Media, a provider of digital media solutions, indicated that they plan to increase their use of e-mail marketing in 2008, and 55 percent cite that they expect ROI from e-mail to be higher than any other channel.

The results came from Datran’s second annual survey of online marketing professionals. Conducted in December 2007, the survey of more than 2,000 marketers provides insight about the online channels that have, and will continue to have, an impact on business.

Overall, Datran Media’s survey results are consistent with the Direct Marketing Association’s recent report, which found the ROI from e-mail is much higher than from other channels. In fact, e-mail ROI will hit $45.65 for every dollar spent in 2008 — more than twice the ROI of other mediums, including search and display.

Marketers from 90 companies including OgilvyOne Worldwide, Avenue A/Razorfish, Stamps.com, The Knot and QVC offered valuable insight into major brands’ overall positive outlook for the e-mail channel. Across these companies and others, 67 percent of respondents stated that e-mail has helped boost sales through other channels. In these scenarios, e-mail is leveraged as a tool for sales as well as a media channel.

In addition to increased use of e-mail as a media and lead generation channel, the Datran Media survey found:
- 80 percent of respondents indicated e-mail was the strongest-performing media buy ahead of search and display.
- Search is the favored channel for complementing the e-mail channel.
- More than 80 percent of marketers send targeted e-mail campaigns.

For more information, visit www.datranmedia.com/2008survey.

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