from emarketer.com: Direct mail and e-mail had the highest return on investment of
any target marketing method in 2006, according to
Harte-Hanks' "Target Marketing Priorities Analysis: 2007 Key
Trends" study.
The survey, conducted by CSO Insights,
questioned marketers about their tactics. More than 70% of B2C
marketers said direct mail brought them a high ROI, while more
than 45% said e-mail did (respondents were allowed multiple
responses).
Do direct mail and e-mail truly bring the best ROI? Was direct
mail judged as having a high ROI only because it's relatively easy
to track?
Bill Goldberg of Harte-Hanks pointed out, "As companies
invest more in multiple channels in a bid to acquire customers,
and to retain their loyalty, it appears businesses continue to
grapple with data management and data insight — and just
what the metrics are saying."
With other methods, such as consumer-generated media, ROI
is openly questioned.
eMarketer has also noted that lack of
data can make measuring ad ROI tough. But with the Harte-Hanks
study, even having the data doesn't mean the case is closed.
eMarketer Senior Analyst David Hallerman said,
"Trackable direct response marketing methods typically have
a higher ROI just because of that direct step, when it works, from
marketing to conversion."
"On the other hand, newspaper/print ads and TV ads
show much lower ROI, not only because they're more difficult to
track but also because the primary intent is typically different...
the brand's mindshare, not the direct conversion."
eMarketer Senior Analyst Lisa E. Phillips added, "It
depends on the product being marketed. Direct mail works very
well for financial services, especially credit cards, investments and
insurance. CPG companies do well if they send coupons."
Harte-Hanks offers direct mail services. So when it asked
about target marketing methods, it is worth noting that direct mail
fared favorably. Similarly, a Pitney-Bowes study
cited in an April 2007 press release cast mail in a flattering light.
This is not to say that either study was conducted with
anything but data integrity in mind. However, it is important not
to read more into these studies than their specific scopes merit.
