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E-Mail Marketing: How to Improve ROI

DateMay, 2005
Pages33
Price / format€744 /
€770 / Hard Copy

€744 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 E-Mail Marketing: How to Improve ROI, a new report, examines the new developments in e-mail marketing and compares the effectiveness of this still-evolving marketing tool with other direct marketing channels.

E-mail is effective, there is no arguing with that. The channel works amazing well for marketers who know how to use it. Even 45% of consumers in a recent survey said it was a "great way" for companies to stay in touch with their customers. Return on investment for e-mail marketing tops all other channels except for telemarketing. Dimensional and direct mail may generate higher revenues per contact, and sometimes better response rates, but their costs are substantially higher, too. And among the four media with lower costs per contact than e-mail, response rates are abysmal.

Bottom line: when properly used, e-mail can balance low costs and high response rates better than other marketing media. But…the challenge is to maximize its effectiveness through improved content, targeting and tracking.

Key questions the "E-Mail Marketing" report addresses:

- Can e-mail be used for customer acquisition, or is it merely a retention tool?
- Are spam and phishing killing e-mail marketing?
- How do permission-based in-house lists and better-targeted e-mails go hand in hand?
- Is there a best content, best day, best time and best frequency for marketing e-mails?
- Which elements should marketers test in their e-mail campaigns?
- How can e-mail metrics be used to increase effectiveness?
And many more…
Despite the assault e-mail marketing endures from spam (and phishing, its particularly nasty offshoot); even with the drag on delivery rates imposed by the filters individuals and companies deployed to protect them from spam; and regardless of the sheer e-mail overload in most people's inboxes, 71% of US online advertisers used e-mail marketing in 2004.

That's only six points less than the number of respondents using paid search (the current interactive marketing favorite), according to JupiterResearch.

And 12% of advertisers plan to start e-mail campaigns in 2005

Sources

- Advertising.com
- Anti-Phishing Working Group (APWG)
- Association for Interactive Marketing (AIM)
- Bigfoot Interactive
- BSM Media
- BtoB Magazine
- CMO Council
- Direct Marketing Association
- DoubleClick
- EmailLabs
- eMarketer
- eROI
- Executive Summary Consulting
- Forrester Research
- GartnerG2
- Harris Interactive
- Internet Retailer
- JupiterResearch
- Kanoodle
- Lucid Marketing
- MarketingProfs.com
- MarketingSherpa
- Millward Brown IMS
- NOP World
- Pew Internet & American Life Project
- Quris
- Responsys
- Return Path
- RoperASW
- Silverpop
- Taylor Nelson Sofres (TNS)
- the e-tailing group
- TRUSTe
- Wharton School of Business
- Yesmail




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