Internet Retailer: E-mail proves its power as a marketing vehicle

Of all direct-oriented media tested for return on investment, email marketing proved the winner, returning an average of $15.50 in sales for every dollar spent on marketing, according to a Winterberry Group report. Telemarketing drove $8.94 in sales per dollar of marketing spent, and direct mail garnered $12.87. The group predicted email spending in 2004 of $2.2 billion, up only $100 million from last year, perhaps because of general fears of Can-Spam Act compliance.