The Direct Marketing Association has reported a decrease in email deliverability for the second time in a row.

In Q2 2007, the DMA reported a decline in delivery rates for acquisition (68 percent) and retention emails (80 percent), according to DM News.

But statistics neglect to tell the whole story. ROI still outperforms "all other direct marketing tactics" and is expected to reach $45.65 for every dollar spent by 2008, DM News points out.