Datran Media (an online marketing firm specializing in email marketing) recently published the results of a survey which consists of 2,000 online marketers in December 2007 on the best performing medium for their online marketing efforts.
eMail marketing came ahead of search and display. There are some very interesting statistics in this survey that many will find helpful.
- 82% of the marketers surveyed indicated that they plan to increase their use of email marketing in 2008, and 55% of the respondents said they expect ROI from email to be higher than any other channel.
- Email ROI will hit $45.65 for every dollar spent in 2008, more than twice the ROI of other mediums including search and display, said Datran Media, citing data from the Direct Marketing Association.
- Some 67% of respondents stated that email has helped boost sales through other channels. In these scenarios, email is a tool for sales as well as a media channel.
- Search is the favored channel for complementing the email channel.
Marketers from 90 companies including OgilvyOne Worldwide, Avenue A/Razorfish and Stamps.com offered valuable insight into major brands’ overall positive outlook for the email channel. Across these companies and others, 67 percent of respondents stated that email has helped boost sales through other channels. In these scenarios, email is leveraged as a tool for sales as well as a media channel.
Although eMail may seem and look to be the greatest thing through this survey, keep in mind email can be very tricky.
Just like there are many SEOs that promise you the world and don’t deliver, search marketing companies that provide no results through PPC marketing, eMail can provide with you horrible ROI’s if you don’t do the right research and carefully choose who you use to do your email marketing.
