Oldest New Media Returns Top ROI

According to the Direct Marketing Association, media planners would be wise to remember their old friends. Email, the oldest new media going, returns over $57 in income for every email campaign dollar spent. Many agencies shy away from this old-fashioned tactic, which may not be hot -- but it works. Never forget that ROI is the name of the marketing game. And that emails with video can drive response even more.

Rocky Mountain Direct Marketing Association: February 2008
By Deb Daufeldt