Consumers Respond Favorably to E-Mail Marketing

Consumers actually prefer e-mail marketing compared to TV advertising. In a recent study by IPT, when asked to pick the most effective marketing communication channel, 32% of consumers say e-mail, not far behind the 39% that choose television. And what makes them click? Discounts or money-off offers drew the greatest response (27%) but was closely followed by "General interest in the product". This is good news for those marketers who take the time and the trouble to establish a targeted e-mail list. And once again proves that it's not the medium; it's the message! Full story here