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The DMA's latest annual National Client Email Marketing Survey questioned over 100 client companies and found that email is less effective when used alone. The most successful media to combine with email are direct mail and telemarketing, the report suggests.

Richard Gibson, Commercial Director at RSA Direct and chair of the DMA Email Marketing Council, stresses the need to further exploit email as part of a successful DM campaign: “Audiences live in a multi-channel world where they are happy to consume messages through a number of different media. Direct marketers need to understand those linkages and weave together different on and off-line messages.” 

He points to the various ways in which email is most effectively combined with other media, including its use as a follow up to initial DM in order to alert the recipient that a special offer will shortly be arriving and to follow up non-responders.

The survey reveals that most companies surveyed had email addresses for only 50% of their database. Yet over 80 percent of respondents stated that they expect their company’s expenditure on email to increase.