eMarketer.com - Marketers in Love with E-Mail

eMarketer.com - Marketers in Love with E-Mail: Marketers in Love with E-Mail

FEBRUARY 13, 2007

Marketers admire e-mail's inner beauty.

Other media get more attention, but marketers' love for e-mail remains strong, according to Datran Media's annual e-mail study.

Asked to choose the most important advertising media they planned to use in 2007, 83% of respondents picked e-mail marketing. Search marketing followed, at 62%, and online video was an also-ran, at 15%.



The study also asked marketers about what makes e-mail attractive. Over half said that e-mail marketing helps them sell more to existing customers.



Art.com director of CRM Kelsey Lowitz was among the brand marketers who participated in the survey. Her reason for increasing e-mail marketing during 2007 was simple: "Email marketing is a powerful communication and revenue channel that allows us to engage in real-time, relevant conversations with repeat and new buyers alike."

Nearly all interactive marketers use e-mail, with good reason: 90% of US Internet users use it, and the number is growing.



David Hallerman, eMarketer senior analyst and author of the E-Mail and Word-of-Mouth: Connect with Your Best Customers report, sums up e-mail's appeal:

"E-mail users are an audience with critical mass. Although spam makes it harder for marketers to reach their customers' inboxes, e-mail's personal impact is unmatched by more ballyhooed interactive marketing vehicles such as search text ads or online video."

For more on e-mail marketing tactics, see eMarketer's E-Mail and Word-of-Mouth: Connect with Your Best Customers report.