"It's likely the least sexy tool in your marketing arsenal, but it could be the one that delivers real results." That's how a major publication launches into a report on e-mail marketing, saying it has emerged as a cost-effective "recession darling" for direct marketers who are hungry for results.
"It's become the rock star of direct marketing in a lot of these retail organizations because it's the most cost-effective and most trackable."
A study by Shop.org found that 30 percent of retailers are spending less than originally planned on their Web businesses overall, and 24 percent are spending more. But only 4 percent of retailers say budget cuts will affect e-mail marketing.
Scott Silverman, executive director of Shop.org, said e-mail is "not sexy, but it delivers results, and it's focusing on existing customers. It's not about sending more e-mail; it's about more-targeted and more-relevant e-mail."
Spending on e-mail has been on the rise, experts say, because optimizing e-mail lists and upgrading to new technologies can be accomplished quickly and offers a solid return on investment.
"Dollars go into the e-mail channel [and companies] know that in four to 12 weeks they'll see a return." seems to be the general consensus.
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