- Overall, sales driven by direct marketing are projected to be $3 trillion in 2007 (1)
- Web-driven sales are forecast to compound 21% annually to reach $104 billion in 2008 (1)
Print Catalogs
- In 2003, more than 17.2 billion catalogs were mailed (2)
Direct Mail
- Advertising expenditures on direct mail totaled $49.1 billion in 2003 (2)
- One half of all adults prefer receiving advertising and promotional material through mail (2)
Online Marketing
- Spending on e-mail marketing is forecast to grow to $6.1 billion by 2008 (3)
- Paid search is expected to surpass $3 billion in 2005 (4)
Direct B2B Sales
- Sales revenue from B2B direct marketing will reach $1.08 billion in 2004 (1)
Sources: 1. The DMA Report: Economic Impact—U.S. Direct Marketing Today, 2003; 2. DMA Statistical Fact Book 2004; 3. Forrester Research, 6/04; 4. eMarketer, 5/04; 5. Estimated Unique Subscriber Count, Publisher’s Own Data, 8/04; 6. DIRECT BPA Publisher’s Statement, 6/04; 7. Analysis of Circulation, Publisher’s Own Data, 8/04; 8. NCDM Attendee Data, Publisher’s Own Data, 8/04.
DIRECT readers include the entire management and marketing teams at financial and insurance companies, manufacturers, retailers, catalog firms, publishers, list companies and more. Click here and see a list of top companies whose decision makers read DIRECT.DIRECT subscribers are senior-level decision makers for successful companies
- 88% are CEOs, presidents, SVPs, VPs, directors and managers (2)
- Average number of years in the industry: 15 (2)
- 61% have been in the industry more than 10 years (2)
- Average annual company revenue: $139 million (2)
- Average number of employees: 167 (3)
DIRECT reaches companies who sell products through a variety of channels (4)
Internet-based - 59% of subscribers plan to increase spending on both search engine marketing and optimization
- 76% use e-mail for marketing purposes
Broadcast-based
- 25% of subscribers use DR radio, DR TV or fax marketing
Print-based
- 90% of subscribers send direct mail to customers
- 87% send to prospects
Telecom-based
- 42% of subscribers use inbound telemarketing
- 41% use outbound
Sources: 1. DIRECT BPA Publisher’s Statement, 6/04; 2. DIRECT Subscriber Study, PRIMEDIA Business Research, 7/04; 3. DIRECT Database Study, PRIMEDIA Business Research, 4/04; 4. DIRECT Forecast Study, PRIMEDIA Business Research, 12/03
DIRECT subscribers are decision makers - 88% are involved in purchasing direct marketing-related products and services for their companies (1)
- 76% say DIRECT has presented them with ideas that helped them create, run or improve marketing campaigns (1)
- On average, 4 people per company are involved in purchasing direct marketing-related products and services (1)
- 48% plan at least 5 marketing campaigns per year; 31% plan 10 or more (1)
- 48% plan to increase spending on direct marketing (2)
- 71% expect their total mail volume to house files to increase (2)
- 50% expect their total mail volume to outside lists to increase (2)
DIRECT subscribers invest in database marketing (3)
- 30% plan an investment or upgrade to their database in the next 12 months
- Average expected amount of database upgrades: $194,674
- 52% use customer data to personalize products, services and marketing communications
- In the next 12 months, 68% plan to install/enhance data mining capabilities
- 50% expect budget increases for database-reliant marketing efforts in 2005
- 45% calculate lifetime value
- Percentages who use their databases for:
58% Cross selling
57% Customized offers
45% Personalized offers
50% ProfilingDIRECT subscribers rely on online marketing (4)
- 76% use e-mail for marketing purposes
- 59% of subscribers plan to increase spending on both search engine marketing and optimization
- 57% devote more than 10% of their marketing budgets to online marketing
- 56% expect their company's online marketing investment to increase in 2005
- Percentage who use their Web sites to:
54% Generate leads that are followed up via e-mail
51% Generate leads that are followed up via telephone
42% Take orders for products and services
Sources: 1. DIRECT Subscriber Study, PRIMEDIA Business Research, 7/04; 2. DIRECT Forecast Study, PRIMEDIA Business Research, 12/03; 3. DIRECT Database Study, PRIMEDIA Business Research, 4/04; 4. DIRECT Online Marketing Study, PRIMEDIA Business Research, 6/04; 5. DIRECT Subscriber Study, PRIMEDIA Business Research, 7/04, based on the number of respondents.
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