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Businesses engage in email marketing because it works.
And it works well. Here are the numbers...
- According to research conducted by the Direct Marketing Association, email marketing generated an ROI of $48.34 for every dollar spent on it in 2007. The expected figure for 2008 is $45.06, and the prediction for 2009 is $43.52. As such, it outperforms all the other direct marketing channels examined, such as print catalogs (reference).
- The Ad Effectiveness Survey commissioned by Forbes Media in Feb/March 2009 revealed that email and e-newsletter marketing are considered the second-most effective tool for generating conversions, just behind SEO (reference).
- Shop.org's State of Retailing Online 2009 survey of retailers found that "E-mail is the most mentioned successful tactic overall" (reference).(reference).
- In Datran Media's 2009 Annual Marketing & Media Survey, 80.4% of industry executives said the email channel performed strongly for their company. This was the top result (reference).
- A December 2008 survey of hundreds of marketers by MarketingSherpa saw pay-per-click search ads rank top for ROI, followed by email marketing to house lists in second place (reference).
- Marketing service Epsilon determined that clients were getting $0.14 revenue for each email delivered in Q3, 2008 (reference).
- A February/March 2008 retailer survey by shop.org revealed that email marketing has the second lowest cost per order (CPO) of any online marketing tactic. The CPO of $6.85 compares favorably with, for example, paid search's CPO of $19.33 (reference).
- A 2008 survey by Newsweaver and B2B Marketing Magazine of 175 UK B2B marketers revealed 78% considered email "critical" or "very important" to their B2B marketing strategy (press release). Newsweaver also surveyed Irish marketers, and 78.1% said that email is either "important" or "very important" to their overall marketing strategy (article).
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