Customer acquisition will remain a key goal of marketing dollars this year. And what tools will marketers use most to acquire these new customers?
Survey respondents pointed to email (84.6%) and direct mail (70.4%) as their top choices for bringing in new business, according to Target Marketing’s Media Usage Forecast 2010. Social media took third place (66.5%) as the tool of choice, edging out service engine marketing (SEM).
This year again, direct mail continues as the only offline channel to make the top five list for acquisition marketing activities.
Marketers Turn to Email for Retention
When it comes to customer retention, the same trio will be the top tools used, with marketers relying more heavily on email (88.6%) than direct mail (65.6%). With less competition in the mailbox, this could present a good opportunity for marketers who have the budget to use direct mail to break through and stand out in the mailbox.
Speaking of Budgets
While many marketing budgets will remain flat in 2010, some businesses expect to increase marketing spending by about 22% overall, with direct mail spending growing by an average of 31.8%, according to the survey.
Tight budgets mean getting big results with less. To make the most of your direct mail efforts, contact Sherri May & Co. We can show you how we helped one client get a 32% lift while saving 40% over a previous program.
Source: Target Marketing Media Usage Forecast 2010.
