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INFORMATION |
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| Published : |
Aug 31, 2009 |
| Length : |
7 |
| Type : |
White Paper |
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| Overview : |
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According to the Direct Marketing Association, email marketing is projected to generate a ROI
of $43.52 in 2009, more than twice search and other marketing channels.
Impressive as this might be, noted email marketing expert Chad White, Research Director at Smith-Harmon, estimates that the ROI might be much higher - as much as $130. He attributes this number to the intangible effects of email marketing (such as offline purchases or sales driven by organic searches upon receipt of an email message) that cannot be tracked directly. Mr. White's findings align closely with the findings of noted direct marketing expert Stan Rapp, who estimates that the ROI from an email address is as high as $118.
A study by Forrester Research indicates that email marketing is nearly as effective at driving
action offline as it is online, with 44% of all subscribers inspired to take action online versus 41% offline, according to Forrester Research.
In addition to marketers, consumers too seem to have warmed up to email. According to a 2008 study by Epsilon, 67% of subscribers say they've purchased products offline as a direct result of receiving an email from a retail company. |
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