Direct Marketing ROI Projected for 2008

To see the way the Direct Marketing Association is projecting things, we all ought to get into e-mail marketing as our primary method of communicating … fast!  I’m not so sure that’s really true, but the DMA did put out some interesting projections, recently, as reported in the Oct. 18 edition of PROMO Magazine.

In that report, the DMA projects return on investment for commercial e-mail to more than double the ROI of other direct marketing tactics in 2008.  The DMA states that for each dollar spent, commercial e-mail will return $47.65, with non-e-mail online marketing a distant second at $20.19.

Others on the list of select direct marketing tactics are:

  • Direct response newspaper ads, $16.86
  • Non-catalog direct mail, $15.60
  •  Telemarketing, $8.61

Pretty impressive.

Then, again, we need to cast a somewhat jaundiced eye at the report, given its origins.  Let’s face it; DMA has a vested interest in marketers jumping on the DM bandwagon.  At the same time, smart marketers realize that direct marketing’s dominant position in advertising spends is due to the simple fact that it works!

I think measurable marketers overall do a better job than branders in understanding relevancy from the target market (s) perspective and, in this day of over-communication, that approach resonates with busy people.

So, I put it out here for your review and discussion.  Where do you stand?  Please give me your thoughts.

Grant Johnson

Johnson Direct LLC



About johnsondirect

A prominent measurable marketing strategist and nationally recognized thought leader, Grant serves as president and chief marketing officer for Johnson Direct, a measurable marketing communications and direct branding™ counseling firm that employs multi-channel marketing strategies that are testable and accountable. He is also a sought-after public speaker, marketing trainer, award-winning author, copywriter, and consultant.
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2 Responses to Direct Marketing ROI Projected for 2008

  1. Interesting about the ROI on commercial e-mail. I also wonder how they collected these results.

    In any event, I couldn’t agree with you more. Direct marketing that does it right (meaning presenting the right offer to the right person through their preferred channel), I believe, will always outperform other media spend.

    Of course, the trick is getting all those components right!

    Thanks for the info on DM channel ROI. Good stuff!

  2. Thanks for your thoughts, Suzanne. Always good to hear from someone who “gets it.”


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