Email ROI is high….even though response rate is low
According to a recent article at eMarketer, spending on email marketing is low compared with search. However, the ROI is significantly higher than all other direct marketing methods. In addition, the article goes on to explain how great the ROI is within email marketing and the metrics that current email marketers look at are still clicks, response rates, leads generated and awareness to name a few.
It would be great if the organization can now tie this into marketing automation to get a true picture of what the return is. Its great to want to measure this, but the technology needs to exist, especially in larger organizations in order to measure it.
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The Scrappy Software Marketer 
mukundmohan 10:32 am on October 31, 2007 Permalink |
Email ROI is high BECAUSE its cheap. Period.
thescrappysoftwaremarketer 10:44 am on October 31, 2007 Permalink |
Cheap in some senses yes…but not so cheap if you factor in some the resources it takes to send good email with targeted messaging and such. I run all of the email marketing globally for my organization and sometimes it does have a steep price.
Anyone can send email. But email marketing is a science and an art that takes years to perfect and become a jedi master.
mukundmohan 1:31 pm on October 31, 2007 Permalink |
Agree, but put a price tag (like an email postage stamp) of 5 cents/email above your email marketing providers costs and suddenly its not all that high ROI. The inflexion point we found is 7 cents and at 20% open rate, 3% click through.