E-mail campaigns' ROI (define) has always been phenomenal.
In the early days, 80 percent open rates and 20 percent conversion rates were expected. Today, open and conversion rates are often much smaller, but e-mail campaigns still win every time over other channels. And that's fantastic news for marketers who can consider e-mail a safe choice. It's not great news, however, for providers of e-mail marketing technology and strategies because improved services and innovations are expected at low and even commoditized rates.
Because of this misalignment, e-mail marketing ROI has consistently performed at amazing rates.
"E-Mail Usage High, Marketing Spend Low," eMarketer explored this issue. And groups like the Email Experience Council (EEC) have created roundtables to define and determine an e-mail address's value to make a case to increase e-mail budgets.
All of this discussion about e-mail and ROI made me think: is there really a way to maintain e-mail's ROI while de-commoditizing the market?
A year ago, I would have said "probably not." 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:
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.
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.
Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.
May 22, 2013
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June 5, 2013
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