Picking up where we left off yesterday — discussing the highlights from StrongMail‘s 2009 Marketing Outlook survey — we continue making the case for e-mail marketing.
According to the “StrongMail Advisor,” an online newsletter, The Direct Marketing Association estimates that commercial e-mail will generate $45.65 for every dollar spent in 2008. Contrast that with $22.52 for non-email Internet marketing (search engine optimization and ads) and $7.09 for catalog.
Even though e-mail return on investment is strong, the newsletter points out, the answer is not to send more e-mail, but “rather to assess your e-mail programs and find out how you can make them more effective through relevance, testing and optimization. . .As companies begin to shift more marketing to e-mail (and consumer inboxes pay the price), you can’t afford to send broadcast messages that get lost in the clutter.”