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DMA: 66% of companies had increased sales from e-mail in 2001

Published on .

New York--Despite the slowing economy, 66% of companies said they realized increased sales in 2001 as a direct result of e-mail marketing, according to a new report from the Direct Marketing Association.

The DMA's “State of the E-Commerce Industry Report 2001-2001” 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 company’s 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.

--Kate Maddox

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