Email Marketing ROI Details
Most proponents of email marketing have the letters R-O-I tattooed provocatively across their foreheads. Email’s remarkable return on investment has always been the key defence used by industry voices against suggestions that social media marketing or other channels have relegated email marketing to a dusty corner of the Museum of Internet History. This ROI argument has its downsides, though. In particular, the associated tendency to focus entirely on immediate, direct response can cause marketers to neglect the many other roles email might play in achieving marketing goals such as brand-building, relationship-building and encouraging advocacy.A new survey of marketers from the UK’s DMA and sponsor Alchemy Worx on the performance, value and use of email marketing suggests attitudes are changing though. Throughout the whole DMA National Client Email Report 2012 is the sense of a channel that has settled into a strong and mature marketing role. For example: Over 90% of respondents rated email marketing as strategically important or very important to their business. 37% said open rates improved across the previous 12 months, with only 17% reporting decreases, and 69% expected them to increase in the future. This upward trend in metrics mirrors a similar report from the USA. And, yes, ROI is strong compared to other channels including social media marketing. The chart below shows how email dominates when marketers are asked which marketing tactic produces the best ROI for them.
Most proponents of email marketing have the letters R-O-I tattooed provocatively across their foreheads. Email’s remarkable return on investment has always been the key defence used by industry voices against suggestions that social media marketing or other channels have relegated email marketing to a dusty corner of the Museum of Internet History. This ROI argument has its downsides, though. In particular, the associated tendency to focus entirely on immediate, direct response can cause marketers to neglect the many other roles email might play in achieving marketing goals such as brand-building, relationship-building and encouraging advocacy.A new survey of marketers from the UK’s DMA and sponsor Alchemy Worx on the performance, value and use of email marketing suggests attitudes are changing though. Throughout the whole DMA National Client Email Report 2012 is the sense of a channel that has settled into a strong and mature marketing role. For example: Over 90% of respondents rated email marketing as strategically important or very important to their business. 37% said open rates improved across the previous 12 months, with only 17% reporting decreases, and 69% expected them to increase in the future. This upward trend in metrics mirrors a similar report from the USA. And, yes, ROI is strong compared to other channels including social media marketing. The chart below shows how email dominates when marketers are asked which marketing tactic produces the best ROI for them.
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
Email Marketing ROI
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