The return on investment (ROI) from email has always surpassed other channels.
And, despite the best efforts of saboteurs such as spammers, it seems set to do so for the foreseeable future, according to a new report from the Direct Marketing Association (DMA).
Emails ROI in 2008 was $45.06 (currently £31.94) for every dollar spent on it, according to the DMA annual Power of Direct economic impact study. This compares to $48.34 in 2007, and a projected $43.52 in 2009.
Yet despite these encouraging figures, a new survey by Emailvision reveals that far too many email marketers continue to make simple and costly mistakes.
In todays economy, return on investment has never been more important as marketing spend is now analysed and questioned by senior stakeholders, said Nick Gold, UK managing director at Emailvision, an email marketing software-on-demand provider.
Companies cant afford to be making such simple mistakes and missing potential sales. The fundamental aims of any campaign should be high deliverability, targeted mailing, maximum click-through rates and basic personalisation don’t let the email be the reason customers go elsewhere.
Whats more, as competition for the all-important inbox increases more quickly than consumer spending, email relevance and targeting is more important than ever before. So be sure to offer your email recipients products and information they would be interested to hear about. And be selective with your email timings. Don’t just send straight promotional messages every other day. Rather, cut back on the mail-out frequency and give your readers a little bit extra news they can use, tips and tricks, etc.
In short, get to know and then delight your subscriber list for the best ROI. Now is an ideal time to improve your overall email marketing strategy.
