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Fast Facts >> Direct Marketing

Direct Mail is Lead Purchasing Decision Influencer for Internet Users

Nearly two-thirds of US Internet users surveyed in ExactTarget's "2008 Channel Preference Survey" said e-mail is their preferred channel for written communications between friends, followed by text messaging, but the channels they use to communicate with friends are not necessarily also preferred channels for marketing.

Asked to judge the acceptability of various channels for marketing purposes on a scale of 1 to 5, respondents give direct mail an average score of 3.9, followed by e-mail at 3.7. All other channels average under 3.

Nearly two-thirds of those surveyed say they have made a purchase because of a marketing message received through e-mail. More than three-quarters say they have made such a purchase in response to direct mail.

Source: As reported by eMarketer, May 2, 2008

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