According to the Direct Marketing Association (DMA), database marketing is one of the most effective platforms to use in a multi-channel campaign.

The survey revealed that, when used in conjunction with email, database marketing has a success rate of 95 per cent.

According to the latest Direct Marketing Association (DMA) National Client Email Survey report, seven out of ten marketers expect expenditure on email marketing to increase over the next 12 months.
 
The recession is forcing businesses to cut or freeze marketing costs across the board, with the continued growth in expenditure being testament to the value of email marketing.

According to a recent survey, direct mail has been found to be the most influential channel on purchasing decisions.

The study examined consumers’ use of different marketing platforms and found that 76 per cent of those polled said they had bought something after receiving a direct mail piece.

Retail firms have the highest response rates when sending direct marketing communications, with almost two thirds of consumers (64%) saying they would respond to this sector.

A quarter (25%) of those surveyed stated they would get back in touch with retailers who had used email to reach them, with 19% saying they would respond to direct mail. 

Two-fifths of marketers don’t know if their email messages are being delivered successfully, with those aware of delivery failures not having the right tools to ensure the email finds the inbox.

This is according to a new study that found most marketers fail to appreciate the power they have to improve deliverability, with 38 per cent stating it’s the sole responsibility of email service providers (ESPs).