Why Bother with Email Marketing?

Posted on: November 15th, 2010 by Omni Online

Quite simply – It Works!

And it works well.  here’s some data to prove it.

  • According to research conducted by the Direct Marketing Association, email marketing generated an ROI of $43.62 for every dollar spent on it in 2009. The expected figure for 2010 is $42.08. As such, it outperforms all the other direct marketing channels examined, such as print catalogs (reference).
  • In Datran Media’s 2010 Annual Marketing & Media Survey, 39.4% of industry executives said the advertising channel that performed strongest for them was email. This was the top result (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).
  • A summer 2009 survey of Irish marketers found 79% rating email marketing as important or very important to their marketing strategy (reference).
  • Shop.org’s State of Retailing Online 2009 survey of retailers found that “E-mail is the most mentioned successful tactic overall” (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).
  • 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).

So why does it work so well?

Email marketing works for a variety of reasons…

  • It allows targeting
  • It is data driven
  • It drives direct sales
  • It builds relationships, loyalty and trust
  • It supports sales through other channels

Modern email marketing services and solutions support database integration, segmentation and various other tricks and techniques for improving the targeting of outgoing messages. Advanced methods generate on-the-fly emails customized down to an individual recipient basis.

And every email campaign you send out generates a heap of actionable data you can use to refine your approach and messages.

Email promotions and offers generate immediate action: sales, downloads, inquiries, registrations, etc. Informative email newsletters and other emails send people to offline stores and events, prepare the way for catalogs, build awareness, contribute to branding, strengthen relationships, encourage trust and cement loyalty.

Don’t wait – get started today. Signup now.

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