DMA: Eighty-Four Percent of Consumers Say They Open E-Mail Offers
Eighty-Four percent of consumers say they open e-mail offers. This was a key finding from the recently published 30th edition of the Direct Marketing Association's Statistical Fact Book, which is designed to provide marketers with information to help them make informed decisions.
The book contains 17 chapters, 222 pages, and more than 300 charts and graphs, according to the DMA. Chapter titles include Direct Marketing Overview, Direct Mail, Creative, Catalog, Interactive Media, E-mail, Hispanic Market, Lists/Databases and Consumer Demographics. In addition to DMA research, the Statistical Fact Book also provides information from more than 60 sources.
Other findings from the report include:
- Ninety percent of Internet users are e-mail users.
- The average person takes 34 hours and 19 minutes between first visiting an online retailer and purchasing a product or service.
- Keyword search advertising accounts for 40 percent of all online ad spending.
- Forty-five percent of multichannel marketers do not currently advertise on social networking, blog or other word-of-mouth outlets.
- Permission-based, business-to-business e-mail lists command the highest price. In November 2007, these lists cost $273 per thousand.
Members and non-members can purchase a copy of the Statistical Fact Book, 30th Edition, through DMA's online bookstore. The book is $260 for members and $470 for non-members.