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Direct Mail Falls, E-mail Soars

Published by: Borrell Associates Inc.

Published: May. 1, 2009 - 28 Pages


Table of Contents


Introduction



CHAPTER 1 - Return to sender: Direct mail’s decline

Fig. 1.1: Direct mail dominated the 2008 advertising landscape

Fig. 1.2: Next 5 years: Direct mail suffers largest drop

Fig. 1.3: U.S. mail deliveries: On the way down

Fig. 1.4: Nearly half of adults don’t buy what direct mail sells



CHAPTER 2 - The rise of e-mail marketing

Fig. 2.1: E-mail advertising: Leading ad expenditure in 2008 and 2013

Fig. 2.2: Advertisers’ intent: Trouble for display, increase for e-mail

Fig. 2.3: Permission-based e-mail: Proceed with caution

Fig. 2.4: Scatter gram: E-mail ad revenue for 190 local sites



CHAPTER 3 - E-mail‘s big drivers: Coupons and promotions

Fig. 3.1: Hand-in-glove rise for interactive promotions and e-mail advertising

Fig. 3.2: Coupon sources: Sunday newspaper still No. 1

Fig. 3.3: Advertising is among the most-read part of newspapers

Fig. 3.4: Toledo.com’s weekly entertainment e-mail



Conclusions

Appendix A: THE CAN-SPAM Act of 2003

Appendix B: U.S. Ad Spending Forecast to 2013



About Borrell Associates Inc.

Abstract

The Internet has put another print medium in its crosshairs: direct mail. The popularity of e-mail marketing is set to skyrocket as a result. This report details our forecast for a dramatic 39% drop in direct mail and corresponding rise in e-mail advertising - which was already at $12.1 billion last year. E-mail, in fact, quietly became the No. 1 interactive advertising format last year, surpassing banners and search advertising.

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