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Direct Mail Still King
American Printer - February 1, 2000
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Direct mail is still the the most common method used to promote websites, according to a Pitney Bowes study on the role of mail in e-commerce. The study, which surveyed 125 respondents responsible for their firm's Internet-generated sales or e-commerce activities, found 70 percent still used direct mail to promote their website. Fifty-eight percent used brochures as their communication vehicle.
And while budgets for Internet advertising and e-mail promotion are expected to grow at a greater pace in the next three years--34 percent and 38 percent, respectively--than the budgets for direct mail (25 percent), findings indicate direct mail still receives the largest share of a company's promotional budget, at 43 percent. About 21 percent of a firm's promotional budget is typically reserved for Internet advertising, while only eight percent is devoted to e-mail promotion. The study also found that direct mail is most often mentioned as the communications vehicle that has been most successful in generating Internet sales (43 percent), followed by Internet advertising (27 percent), television (23 percent) and radio (20 percent) advertising.
COPYRIGHT 2000 PRIMEDIA Business Magazines & Media Inc. All rights reserved.
COPYRIGHT 2003 Gale Group
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