Direct mail is still overall king 

The March 2008 issue of Target Marketing magazine included an article on direct response media spending and results.  The survey information included Chart 3, “Which method delivers the strongest ROI for Customer Acquisition?” and Chart 4, “Which method delivers the strongest ROI for Customer Retention?” 

Customer Acquisition results 

The Customer Acquisition results showed that Direct Mail (34%) was considered the strongest ROI medium with E-mail second (24%).  Direct Response (DR) radio (1%); DR television (2%); and DR space advertising (3%) trailed far behind. 

Customer Retention results 

E-mail was considered the strongest medium (37%) with direct mail a close second (33%).  Catalogs were third (7%).  Again, DR radio, television and space advertising trailed far behind. 

Direct Mail used by 81 percent 

Not surprisingly, respondents to the Target Market survey said they prefer direct mail for customer acquisition.  But e-mail was a close second at 78%.  Search engine marketing and search engine optimization finished high on the preference list.