Direct Mail Telemarketing Email SMS Reach All Households Most Households Internet users Mobile Users Responce Rate Approx 2% 10% to 20% 3.5% to 10% 10% to 20% Cost per message Medium High Very Low Low Time to organize Slowest Print/Post Slow- Scrip/brief Quick Quick List availability Very good good Unlimited very limited Responce Time Slow Quick Quick Quickest Material Any; Visuals Objects Voice Only Text, Video Visual Audio Short Text Only Personalizaion Yes One to One Yes Yes Consistency Consistent Variable Consistent Consistent Persuasive Impact Medium High Medium Low Access Home Home Home/Work Everywhere Replay Low High Medium \Medium-High Targetable By Location No No Yes YesNo Table-1

Table 1 compares email to other forms of direct and Internet marketing. The basic characteristics of email marketing are low costs, shorter turnaround (in the time involved to prepare, send the messages and receive the responses), high response rates and customisable campaigns.

The advent of HTML, audio and video email improves the scope for creativity in email marketing. Ultimately it is conversion, rather than response rate, that will determine the cost efficiency of acquisition email marketing; this will depend on the targeting, the message, and the receptivity of the recipient.