Email remains the most productive channel when it comes to ROI, according to new DMA statistics.
In 2009, email returned a “whopping $43.62 for every dollar spent on it,” according to a synopsis of the DMA report by ace reporter Ken Magill.
That’s a slight dip from $44.93 in 2008. But it still beats out other media. According to Magill (and the DMA), here’s how some other channels stacked up: Read the rest of this entry »
As we have long predicted, “a soft economy is driving renewed focus on email marketing.” That’s the word from Forrester, which last week released some findings from its latest email wrapup.
Foremost among the findings was that email marketers expect more from their vendors. Read the rest of this entry »
Here’s some news that should warm the hearts of email marketers.
“Despite reports of its demise, email is still the most popular method of sharing, and despite its meteoric rise of late, Twitter is still not a very popular sharing channel,” writes Tim Schigel, CEO of ShareThis, the online sharing network, in a blog post.
Schigel reports that 46% of all sharing is driven by email, compared with 33% by Facebook and 14% by channels like Digg, del.icio.us and LinkedIn. Twitter’s “share” of this traffic? Only 6%. Read the rest of this entry »
The Wall Street Journal ran an article last month titled: “Why Email No Longer Rules.” It stated that “email was better suited to the way we used to use the Internet.”
Uh, what do you mean, “we?” Read the rest of this entry »
We’ve heard many theories on the ills of B2B publishing. But we’ve rarely heard anyone diagnose the ailments and then offer a cure the way Prescott Shibles, CEO of eMedia Vitals, does in a videocast now available online.
Shibles urges publishers to become “conversion marketers,” and to build a hybrid marketing engine, combining “the reliability or email with the sustainability of search, contextual ads and social media.” Even audience development can be a profit center if you convert new customers into b2b leads for your clients. Read the rest of this entry »
It’s every emailer’s worst nightmare. You rent a list of conference attendees, but it tanks because of a 50% undeliverable rate. Then you learn that the file isn’t even on the rental market—you’ve been sold a stolen or fake list.
Guess what, pal? You’ve been burned. And there’s no way to get a refund because the bogus email marketing company doesn’t seem to have a street address. Even worse, your service provider fires you for spamming, and now you’ve got a bad email reputation. Read the rest of this entry »
Is there anyone more slow on the uptake than the poor British direct marketer? Send an inquiry to one, and you’ve got a 25% chance of never getting a reply, according to a study by the British DMA.
The DMA emailed 100 companies to request brochures. A quarter failed to respond. And the average reaction time for those that did fulfil was 3.6 days (although that’s a slight improvement over 2005). Read the rest of this entry »
Email append is one of the most misunderstood marketing functions. Critics say it never works, and vendors often promise too much. The truth is somewhere in the middle.
Simply put, appending is the practice of matching offline addresses to a customer’s online email address. Why bother? Because email is the most efficient way of communicating with clients, as very study shows. But you need their email addresses to do it. Read the rest of this entry »