Due in part to its low cost, the relative ease of conducting a campaign, and the growing availability of e-mail lists, email marketing is increasingly seen as an alternative to direct mail marketing--especially to reach the under 30 year old demographic. However, recent research suggests that digital marketing may not be living up to its original promise. In a survey conducted by Harris Interactive in July 2009, of 2,265 U.S. adults age 18 and above, a majority of respondents stated that printed media is easier to read than the digital equivalent (though they did prefer the immediacy of the digital media). Of those surveyed, 68% said they felt more comfortable when they have something on paper rather than on a computer screen.
One problem with e-mail marketing is deliverability of the message. In February 2010 the president of Return Path, an e-mail deliverability company, commented on deliverability. "Almost 95% of email messages at one point in 2009 were classified as spam, according to a recent study," said George Bilbrey, President, of Return Path. "As IPS's battle the onslaught of spam, the risks increase that legitimate senders will find their emails mislabeled as spam or junk and not reach consumers' inboxes."
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