News Article Published:
Tuesday, 14 August 2007
Category:
Insurance
Although direct mail has always been a popular form of advertising in the finance industry, it has been revealed that email marketing has overtaken direct mail for the first time ever in sheer numbers.
In the last quarter alone, email marketing doubled in volume as firms made a bid to cut advertising costs, Brand Republic reports.
Financial firms sometimes fall foul of their target market when sending out printed direct mail, which matters less with digital direct marketing, as the pricetag for such marketing is negligible in comparison. Adspend on printed direct mail expenditure is still on the rise, even though the number of items sent out has dropped.
According to the Direct Marketing Association's (DMA) Email Benchmarking survey, people predict that email marketing volume will increase by another third, although the majority of marketers believe that the best direct marketing strategy involves a combination of print direct mail and email.
Robert Keitch, director of media channel development at DMA, said: "The growth in email marketing underlines its power as both a standalone medium and its role within integrated campaigns."
Richard Gibson, chair of the DMA Email Marketing Council Benchmarking Hub, said that sticking to the DMA's Code of Conduct would be essential in the future, as breaching it could "massively damage a brand".
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