Email Marketing: Success!
| Category: E-mail Marketing | Date: 2002-07-15 |
According to Forrester Research, 77 percent of marketers send e-mail to customers who have asked for it. By 2004, Forrester predicts that U.S. marketers will send almost 210 billion e-mails a year. If you are not doing the permission-based email marketing, you need to get on board! It is fast, economical, and allows you to truly deliver one-to-one personalized information.
IN-HOUSE EMAIL
A recent Forrester report found marketers using in-house lists achieved an average 10% click-through rate; and of those 2.5% went on to make a purchase. That in turn produces an estimated average $2 cost per sale, and thus, makes in-house e-mail lists far cheaper than in-house direct mail lists whose costs are $18 per sale.
EMAIL LIST RENTAL
Renting email lists for new customer acquisition purposes has an estimated average cost per new customer of $286 vs. $71 for direct mail. Notice that the costs are inverse of the above in-house costs, but the ability continuing email marketing over an extended period of time to these customers who are now part of the in-house list, can prove cost-effective.
DELIVERY
When considering the type of e-mail format to use, you might want to consider that we have found that HTML formatted e-mails messages get double the response rate of plain text email messages. We have also universally found that customers wish to receive both, physical direct mail, as well as e-mail. The combination lifts response and purchase levels above any single communication effort.
The key to online and offline direct marketing is to understand the ever-changing landscape and deliver what customers desire.
About the Author
Robert McKim
DBMarkets@aol.com
http://www.msdbm.com
IN-HOUSE EMAIL
A recent Forrester report found marketers using in-house lists achieved an average 10% click-through rate; and of those 2.5% went on to make a purchase. That in turn produces an estimated average $2 cost per sale, and thus, makes in-house e-mail lists far cheaper than in-house direct mail lists whose costs are $18 per sale.
EMAIL LIST RENTAL
Renting email lists for new customer acquisition purposes has an estimated average cost per new customer of $286 vs. $71 for direct mail. Notice that the costs are inverse of the above in-house costs, but the ability continuing email marketing over an extended period of time to these customers who are now part of the in-house list, can prove cost-effective.
DELIVERY
When considering the type of e-mail format to use, you might want to consider that we have found that HTML formatted e-mails messages get double the response rate of plain text email messages. We have also universally found that customers wish to receive both, physical direct mail, as well as e-mail. The combination lifts response and purchase levels above any single communication effort.
The key to online and offline direct marketing is to understand the ever-changing landscape and deliver what customers desire.
About the Author
Robert McKim
DBMarkets@aol.com
http://www.msdbm.com
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