E-mail Called Fastest Growing Direct Marketing Tool
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A new report from TechProse Inc. in New York says opt-in e-mail is "outpacing telemarketing and traditional direct mail as the fastest growing form of business-to-business marketing,"
"We're in the middle of a major marketing shift, one that will be more powerful than banner ads," said Sarah Stambler, a veteran e-mail marketer and author of the report, "BEYOND SPAM: E-mail Marketing That Works."
"E-mail is the killer app on the 'Net and will soon be the killer marketing channel," she said.
Stambler's report said that Forrester Research found more than 3 billion pieces of (opt-in) commercial e-mail messages were sent in 1997 and the number of pieces sent will grow to 250 billion by 2002, creating a $1 billion market in just four years.
A recent National Geographic campaign received a 32% click-though rate and netted 23,000 new names., the report said. HTML mail, which looks like a Web page in recipient's mailbox, gets even higher results.
Designed for businesses, publishers, and entrepreneurs, the report covers what other marketers are doing, how to build or rent opt-in lists, select list brokers and compose messages. Three major list brokers comment on the state of the industry and successful campaign tactics. A section on how to set up an e- mail newsletter walks readers through the basics.
Stambler is the editor and publisher of TechProse's "Marketing With Technology News," a fax and e-mail newsletter.