Hello? Are you paying enough attention to e-mail marketing?
This actually came as a shock, before I tell you what happened, let me just briefly explain how this post landed itself here on my blog. I was reading this article by Jeanniey Mullen titled Why E-Mail ROI Is So Amazing and there she was talking about the top three reasons why e-mail marketing’s return of investment is so amazing and would remain the queen of ROI compared to other marketing channels.
Here’s a glimpse of her article…
In today’s digitally driven world, there’s a strong chance e-mail will remain queen of ROI, no matter the investment’s size. Here are three reasons:
E-mail marketing’s old business model is dead. E-mail’s new business model is predicated on lifestyle relevancy and management. It will remain the backbone of our communications. Budget reallocation generates higher ROI through cost savings. You can pay $500,000 for a TV ad. Or you can reallocate $150,000 of that $500,000 for a digital video embedded in e-mail, in display ads, and on the site, creating a very cool viral element. The cost savings alone allow you to set up a higher ROI from the get-go. E-mail gets more funding as part of an integrated strategy, and the digital effort costs less.
Standalone e-mail campaigns increase brand equity and drive extended ROI. The old way of evaluating e-mail ROI looked at direct sales. However, e-mail has proven to be a branding tool credited with driving sales through other channels. The ability to capture this increased impact allows you to invest more in e-mail without your ROI declining. What does this all mean? We should increase the e-mail marketing budget for 2008. Think about how you can enhance your program to increase impact. Do this without worrying about the potential negative impact on ROI.
The world of e-mail has changed. Now your ROI can be even higher without sacrificing anything. And each additional investment you make will further increase your ROI.
Now here’s the funny part, not too long ago, a new client/prospect had asked me to look into their company’s website and see what can be done to help them with it. As a standard practice, I started looking into their business model, their website, digital marketing strategies they use and so on and so forth. They’ve got a huge base of people that they blast weekly EDMs (e-direct mailers) to.
So, I subscribed to their newsletter (EDM) and waited anxiously for their e-mail to arrive. It came and to my horror, it was a scanned picture of their advertisement, in very, very horrible resolution plus, the same EDM arrived in my inbox 5 times!
Wow, that’s really surprising! Which is why, back to the question…
Hello? Are you paying enough attention to e-mail marketing?
For you readers out there, if your company runs an e-newsletter or EDM, subscribe to it and see if you’re gonna love it or hate it. If it helps, report it to your management and win some credits lol, now that’s evil.
Seriously, if your company’s not profiting from the leading ROI marketing channel, what’s wrong man. But if you’re doing it, make sure you get the right people to manage it for you okay!
Cheers!
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