Reach the Right Audience — Sherburne

In order to accomplish this, respondents identified a number of channels; 23 percent specified direct mail as the most important channel, with 15 percent identifying print (magazines/newspapers). Although 58 percent of respondents indicated they used e-mail, only 10 percent identified e-mail as the most effective channel. Eighty percent of respondents indicated they choose marketing channels based on past results, while 65 percent selected best projected ROI (multiple answers allowed).