Email Generates Highest ROI
By Anna Johnson on November 24th, 2008According to some, email marketing is already dead…
Hmmm, tell that to direct response marketing behemoth Agora, Inc. I have it on good authority that Agora is on track to do $400 million in sales this year, and guess what constitutes a major part of its marketing? That’s right: email marketing.
Of course there’s a strong argument that email marketing effectiveness will decline over the coming years and decades. Especially, as the mobile/texting generation grows up.
For now, however, marketers still point to email marketing as one of the most cost-effective online marketing methods. A global survey of online retailers conducted in July and August 2008 by E-Consultancy and R.O.EYE found that most marketers regarded email as second only to paid search when it came to driving high volume.
Even though the number of online retailers surveyed was relatively small – just 241 – eMarketer says the results mirror those of other research. For instance, nearly 25 percent of search engine advertisers worldwide surveyed in January 2008 by Radar Research for the Search Engine Marketing Professional Organization (SEMPO) said e-mail marketing yielded the best ROI of any tactic.
Bottom line: email marketing still works. And works well. Use it.
Source: eMarketer, “Consumers Opening Fewer Emails”, eMarketer, November 14, 2008
