(EMAILWIRE.COM, January 23, 2001 ) Peterborough, NH -The newly-released Direct Marketing Industry Online: Perspectives on 2001 report helps direct marketers understand the most effective strategies for convincing Web customers to buy more - and buy more frequently.The study, conducted by Millard Group and ActivMedia Research, and sponsored by The Direct Marketing Association, explores various strategies employed by Web marketers to encourage online customer loyalty. These strategies include Online Methods such as search engine and directory positioning, E-Mail Methods such as opt-in news lists, and Offline Methods such as direct mail & catalogs, trade shows, and display ads.The relative effectiveness of online sales promotions implemented directly at the site is examined with topics such as sale prices for current on sale items, items highlighted on-screen for special promotion, incentive offers to attract new customers, and loyalty incentives to entice existing customers. Also evaluated in the report are advertising strategies to build a brand.There is a significant correlation between the incidence of using e-mail marketing techniques and the level of repeat business enjoyed by direct marketers. Sites that see a high level of repeat business are much more likely to have tried e-mail marketing techniques than low-repeat business sites.Direct marketing firms generating the highest levels of repeat business are also more likely to have offline promotions than those with fewer repeat customers. Offline promotion is a key strategy for stimulating past customers to make additional purchases.The report also contains data on site promotion for generating repeat business, and for large direct marketers, B-to-C direct marketers, and B-to-B direct marketers.Direct marketers who enjoy a high level of repeat purchases online spend much more money promoting their online business than do direct marketers with few repeat purchases. The report's chapter on marketing, advertising and promotional strategies that encourage customer loyalty also delves into which direct marketers are spending more on promotional budgets and customer loyalty building and why."The Direct Marketing Industry Online: Perspectives on 2001" is the most recent primary research report that asks members of the direct marketing industry how the Internet is affecting their businesses, and where it will take those businesses in the future.The study was created to provide direct marketers with factual data about the impact of online marketing on the traditional direct marketing industry. It contains data and analysis on topics such as revenues, profits and estimated growth, web transactions, e-commerce, Web site characteristics, Web site security and fraud, advertising and promotion, and firmographics. New in this year's report are backend operations and fulfillment issues. Historical trends in e-commerce among direct marketers as well as future projections are also documented in the report. This study profiles the Web site investment required for direct marketers to build and maintain a successful Web site, as well as the infrastructure required to sustain it.The three-way collaboration between Millard Group, ActivMedia and The DMA is intended to provide a penetrating look at emerging directions for the traditional direct marketing industry in a time of revolutionary upheaval. "The Direct Marketing Industry Online: Perspectives on 2001" is available for $1,295 (DMA members receive a $300 discount).All inquiries should be directed to ActivMedia Research Client Services Department at Research@ActivMediaResearch.com, or 1-800-639-9481, ext. 125. The study is also available through The DMA Bookstore at www.the-dma.org/library/publications.Millard Group, Inc., is one of the nation's leading service providers in the direct response industry with over 24 years experience in list brokerage, list management, alternative media, marketing services including customized and industry research, and Internet services.ActivMedia Research, an Internet marketing research company, has been tracking E-commerce since 1994. The firm produces several annual studies of global Internet commerce. Results from previous ActivMedia Research reports have been cited in Business Week, USA Today, ZDNet, the New York Times, the Wall Street Journal and many other major publications.The Direct Marketing Association is the leading and largest trade association for businesses interested in interactive and database marketing, with nearly 5000 member companies worldwide. Founded in 1917, its members include direct marketers from every business segment as well as the nonprofit, catalog and electronic marketing sectors. The Association for Interactive Media, AIM, is a subsidiary - reflecting the new direction of DMA's membership and interests.PRESS CONTACTChris Anne Wheeler VP of Information ServicesTel: 800-639-9481, 603-924-9100 Ext. 127ORDERS/QUESTIONSResearch@ActivMediaResearch.comTel: (800) 639-9481 * (603) 924-9100 Ext. 125ActivMedia Research, LLChttp://www.ActivMediaResearch.com46 Concord StreetPeterborough, NH 03458Fax: (603) 924-7258

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