Study shows e-mail marketing integration adopted by majority of marketers

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By Carol Krol

New York—E-mail is becoming increasingly intertwined with other marketing channels, according to a custom research study conducted by JupiterResearch on behalf of e-mail marketer CheetahMail.

The report was released last month at CheetahMail’s client gathering in New York.

Seventy-one percent of e-mail marketers said they engage in offline direct marketing, including print and catalog marketing, in addition to e-mail; almost half (47%) said they use banner advertising; and one-third (34%) said they use paid search. Another 32% said they reply on Web site analysis, also known as click-stream metrics, in addition to e-mail efforts. Only 8% add an RSS channel.

David Daniels, Jupiter research director and author of the report, said these findings elevate e-mail marketing to a more prominent position in the overall marketing mix.

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