By Cliff Guy
US spending patterns are mirrored in the UK, where the take up by consumers of online shopping and using the internet for product research has been even more enthusiastic and prolific.
The fact is that marketers in the US and the UK alike are continuing to switch their budget spend away from traditional direct channels such as direct mail and catalogues and into email marketing.
This is good news for all those who’ve been advocating for so long the benefits that email can offer cash-strapped marketers, and good news in fact for all those in direct marketing in general.
Whilst above the line spending is under siege at the front line of the global recession – simply because it is so hard and costly to track and account for the ROI on the spend – direct marketing remains robust, because of it’s very accountability. And no DM channel offers the level of trackability and accountability that email marketing can.