Email has taken the lead over direct mail and other forms of traditional direct marketing, according to a new study.

Direct Partners, an agency that works across all forms of media, reported that 35 percent of the companies it surveyed use email as their primary form of direct marketing. The study, which surveyed companies with revenues in excess of $100 million, also found that 25 percent of companies say postal mail is their primary form of direct marketing, and 21 percent said they relied on free inserts.

Email marketing, which has been tagged with a spam stigma in the past, is expected to get a major shot in the arm next week when the FTC's new CAN-SPAM rules take effect. Many in the industry believe that the new rules will help clarify liability for senders, which should entice marketers wary of spam complaints to consider email marketing.