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Survey: E-mail ranks behind direct mail, Web marketing in effectiveness

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Holliston, Mass.—Direct mail is more effective than online marketing, according to Philadelphia-area marketing executives polled at a recent seminar hosted by W.A. Wilde Co., a direct marketing fulfillment company. When asked to name the most successful marketing tool used this year, 50% of the survey respondents cited traditional mail; Web-related marketing was cited as the second most successful, and e-mail marketing was ranked third. In addition, close to 50% of those surveyed said they plan to increase their marketing budgets next year.

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