Permission email most e-ffective

Permission email marketing is five times more cost-effective than direct mail and 20 times more than web banner advertising, according to IMT Strategies and Primus.

The findings published in the report Permission Email: The Future of Direct Marketing suggest that permission email now out-ranks every other targeted marketing vehicle, including TV and radio. It proposes that this method of marketing communication is ideal for marketers hoping to drive business through their web channel.

The research shows that nearly half of all email users felt positively about permission email marketing, and three quarters of users have responded to this method of communication.

It estimates that email marketing will be worth more than $1bn by 2001, as it offers users a number of benefits alongside its high response rates, including lower costs per lead acquired and significantly higher ROI on marketing programmes. The report can be found at www.imtstrategies.com/forms/emaillink.html.

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