Promotional Marketers prefer E-Mail.

Campaigners hit the ‘Send’ button.

E-mail is the online tactic of choice for promotional marketers, according to a PROMO magazine survey.

The magazine found that 72.6% of respondents used e-mail marketing as part of their online efforts. Another 60.8% used e-mail newsletters.

Online/Mobile Marketing Tactics Used by US Marketers, February-March 2007 (% of respondents)

Promotional marketers said online methods were gaining popularity overall.

“We’re seeing a big shift away from advertising dollars to digital and interactive because they’re a lot more measurable and they can get real-time results and show their return on investment,” said Andrew Mitchell of Brandmovers.

Even when e-mail is not the main tactic in interactive marketing, it is usually still part of the mix.

A Forrester Research survey found that 83% of marketers used e-mail — more than those who used search, behavioral targeting, rich media display ads or any other interactive format.

Interactive Marketing Channels that US Marketers Are Currently Using, Piloting or Expecting to Pilot within the Next 12 Months, December 2005 (% of respondents)

The PROMO study revealed why so many marketers use e-mail. Respondents listed brand building and sales generation as top goals for online marketing overall. Building loyalty and opt-in e-mail lists were also high on the list.

Reasons that US Marketers Use Online/Mobile Marketing Campaigns, February-March 2007 (% of respondents)

eMarketer Senior Analyst David Hallerman said, “The fundamental purpose of e-mail marketing is to enhance a company’s relationship with its customers and to draw in new prospects.”

By that measure, promotional marketers think budgeting for e-mail is money well spent.

Courtesy of http://www.emarketer.com

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