When asked which of 10 targeted marketing techniques produced the best return on investment, e-mail marketing scored second after direct mail, Harte-Hanks says in a new study, Target Marketing Priorities Analysis: 2007 Key Trends.
The top 10 ROI generators among target marketing strategies cited by retailers listed in descending order, according to the study:
Direct mail
E-mail marketing
Telemarketing
Newspaper/print ads
Web site registrations
TV advertising
Web-based events
Newsletters
Radio
Events and trade shows
E-mail marketing also scored among the top three target marketing strategies in other areas of the study.
When asked to cite the relative importance of web-based marketing programs to the overall success of target marketing, retailers cited the following in descending order of importance:
Web sites and micro-sites
Search optimization
E-mail marketing
Online advertising
E-publishing/e-newsletters
E-fulfillment
Paid search
Webinars
Blogs
But when asked which strategies were increasing the most in importance, study respondents cited the following:
Web-based marketing
Data analysis and insight
E-mail marketing
Data-based marketing
Online advertising
Search marketing
Data acquisition
Telemarketing
Direct mail
Paid search
Traditional media
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