Direct mail and telemarketing are the most successful media to combine with e-mail, according to a report published last week by the UK’s Direct Marketing Association.
Almost 40% of direct marketers surveyed said combining e-mail with direct mail had been successful or very successful, while 34% said the same thing about telemarketing, according to the report.
Also, more than 80% of the UK’s direct marketers plan to increase their e-mail budgets over the next year, according to the UK DMA. This statistic is in line with a recent survey by e-mail marketing firm Datran Media, which found that 82% of marketers plan to increase their e-mail budgets.
UK direct marketers have on average e-mail addresses for 50% of their database, the DMA said.
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