Direct Marketing Study Results

The Direct Marketing Association has just released the Power of Direct economic impact study. There were some interesting findings on Return On Investment (ROI) and the amount being spent on different forms of direct marketing.

• Email’s ROI in 2008 was $45.06 for every dollar spent on it which is lower than the $48.34 in the previous year.
• Non-e-mail Internet marketing delivered $19.94 for every dollar spent.
• Catalog marketing delivered $7.28 for every dollar spent.
• Non-catalog direct marketing’s ROI was $15.55.

Marketing Expenditures by Channel

• Email – $600 million
• Non-email Internet marketing – $24.1 billion
• Telephone marketing (estimated) – $42.5 billion (Now I know why we get so many calls at dinner!)

What Results Can They Deliver According to the DMA?

• Non-e-mail Internet marketing – $559 billion in sales in 2009
• Non-catalog direct mail – $561.7 billion in sales in 2009
• Email – $32.6 billion in sales in 2009

Thanks to Direct, A Chief Marketer Stop for some of the information used here.

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