According to a special report by the Direct Marketing Association (DMA), commercial e-mail produces the highest return on investment of any direct marketing media. That ROI has dropped from $44.93 in 2008 to a projected $42.08 in 2010, but the commercial email is still several times more profitable than any other direct marketing media.
Direct marketing with catalogs produces the lowest return, thanks to the high cost of printing the publications and the growing cost of mailing. The catalog ROI is projected to be $7.34 in 2010. But even that is six cents higher than the 2008 return.
Catalog Shopping
According to Brandweek, catalog sales returns might be “understated” because it is “difficult to track online sales that are influenced by catalog shopping.” Brandweek added that “in 2009, retailers spent $15.1 billion on catalogs to produce $110.5 billion in sales for a $7.32 ROI. By comparison, retailers spent only $600 million on e-mail to generate $26 billion in sales for a $43.62 ROI -- six times higher."
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