The DMA's âState of the E-Commerce Industry Report 2001-2001â found that 63% of respondents consider e-mail marketing the most effective promotional method to retain customers. However, only 37% said e-mail is an effective customer acquisition tool.
The report also found that with an average investment of 13% of a companyâs 2001 marketing budgets, e-mail marketing generated 15% of total net interactive sales.
The two most frequently used e-mail promotions were text (80%) and HTML (66%).
The study was conducted by the DMA in conjunction with the Association for Interactive Marketing during the fourth quarter.
The full report is available for $495 for DMA members and $995 for non-members at www.the-dma.org/bookstore/cgi/bookstore.