E-mail is the online tactic of choice for promotional marketers, according to a PROMO magazine survey.
The magazine found that 72.6% of respondents used e-mail marketing as part of their online efforts. Another 60.8% used e-mail newsletters.
Promotional marketers said online methods were gaining popularity overall.
"We're seeing a big shift away from advertising dollars to digital and interactive because they're a lot more measurable and they can get real-time results and show their return on investment," said Andrew Mitchell of Brandmovers.
Even when e-mail is not the main tactic in interactive marketing, it is usually still part of the mix.
A Forrester Research survey found that 83% of marketers used e-mail — more than those who used search, behavioral targeting, rich media display ads or any other interactive format.
The PROMO study revealed why so many marketers use e-mail. Respondents listed brand building and sales generation as top goals for online marketing overall. Building loyalty and opt-in e-mail lists were also high on the list.
eMarketer Senior Analyst David Hallerman said, "The fundamental purpose of e-mail marketing is to enhance a company's relationship with its customers and to draw in new prospects."
By that measure, promotional marketers think budgeting for e-mail is money well spent.