Direct Marketing v Email - the ROI

Charon

You're probably best of going straight to the horse's mouth - try The Direct Marketing Association, the foremost trade body in the DM world.

Their web site at http://www.the-dma.org/ has a lot of useful info. In particular look at the white papers section (http://www.the-dma.org/library/whitepapers/) and the Research and Statistics section (http://www.the-dma.org/library/research.shtml)

These 2 reports look promising: http://www.the-dma.org/library/publications/interactiveecommerce.shtml + http://www.the-dma.org/library/whitepapers/eMail_Market_Exec_Sum_SS.pdf

Ashley

On 15:46:00 1 August 2001 charonw wrote:
>Hi All
>
>I've been asked by someone who has been a direct marketeer
>(via snail mail) in the past to compare ROI on that versus
>an email campaign we're running for them. I know our
>figures are competitive, but what I don't know are
>industry benchmarks for old-style DM, having never used
>it.
>
>Can anyone point me to real figures? What I need is the
>general average eg: £xxx per customer acquisition
>using snail mail, that sort of thing. I can work out the
>ROI on email campaigns myself.
>
>All sites, general info gratefully received - I'm sure
>they exist but I don't have the time to spend on google
>today!
>
>Many thanks
>Charon
>www.media.co.uk