Home  › Email › Email Marketing

A Little E-Mail Budget Goes a Long Way

  |  June 24, 2009   |  Comments

How to use e-mail to capture low-hanging revenue.

Suddenly, it's a whole new world and every expense is up for examination. So repeat this mantra after me: "Dollars spent should generate revenue." If you follow this mantra, your marketing priorities will arrange themselves.

Here's another simple idea: When considering a number of different actions to take, put dollar signs next to each action based on whether it will generate a lot of revenue, a little revenue, or somewhere in between. Take the actions that generate the most dollars and leave the low-dollar actions for another day.

I'll give you two examples of where these guidelines played out recently in my own practice.

A former client asked me to edit conference track descriptions for an upcoming event. I took one look at the descriptions and saw that they were completely fine as is. There was no need to belabor rewriting copy that only interested prospective attendees would be looking at anyway. So I just told her to save her money, and parlay the extra funds into creating a high-impact e-mail that brings in more conference registrations.

Another client of mine was considering a monthly subscription program to bring in steadier revenues but had doubts as to whether it would work. They felt they might get three new subscribers at most from one e-mail blast.

I thought otherwise; I thought we had a great opportunity to gain loyal subscribers and a consistent revenue stream. So I funneled my best creative into an e-mail, using a template of a successful e-mail approach a colleague shared with me. And instead of getting three new subscribers, they got 300.

That's 300 new subscribers at $10 a month, or $36,000 in new revenue a year, from one test e-mail. Now we know this particular monthly subscriber approach works and will be scaling this effort up further.

E-mail is a marketer's best friend when budgets get tight. You can use this time, when you might have to shelve bigger campaigns, to test all the low-hanging fruit. Brainstorm every kind of testing scenario you can think of, then use the dollar-sign approach to prioritize them.

I'm confident you will see brand-new revenue from a bunch of unexpected places -- and your boss will no doubt be thrilled at your resourcefulness.

What low-dollar techniques are you using to increase your revenue in these tough economic times? Share your tips with Karen.

Today's column originally ran on October 29, 2008.

Join us for a one-day Online Marketing Summit in a city near you from May 5, 2009, to July 1, 2009. Choose from one of 16 events designed to help interactive marketers do their jobs more effectively. All sessions are new this year and cover such topics as social media, e-mail marketing, search, and integrated marketing.

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

ABOUT THE AUTHOR

Karen Gedney

Karen Gedney, an award-winning creative director and copywriter, shared her insights as a ClickZ Experts contributor from 2000 through 2009. She was known for her successful track record of achieving high e-mail response rates for Fortune 1000 companies and leading organizations. She died Nov. 16, 2010.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Email newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Resources

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...