For
those of you, who haven’t yet given a thought to email
marketing, here’s an eye-opener: according to DoubleClick's
email consumer study, over 78% of online shoppers have purchased
through of permission-based emails and 59% of email recipients
have bought in a retail store as a result of a merchant email.
Low campaign execution costs
You can launch an email campaign for a fraction of the cost
of any other type of direct marketing campaign. All the other
mediums include associated costs of conceptualizing, designing,
printing, postage, and handling; and involve a lot of resources
and time. While, email campaign could be executed through
easily available applications at a click of a button.
Most costs are one time or recur yearly
The costs involved in email marketing include list building,
designing and executing, but they come out to be much less
when compared to other mediums. Once you have acquired a target
list, you don’t need to spend again for a long time,
while in other mediums, each campaign brings along a fresh
set of expenses.
Higher ROI
The cost of sending a direct mail piece by postal service
runs over a dollar, while each email costs much less than
a cent. Even 1% response rate from direct mail is considered
terrific. An email marketing campaign can have a response
rate ranging from 5 to 10%, as people find it easier to respond
back through this medium. You can project the advantages in
terms of ROI yourself.
Best for niche audience
If you have a very niche audience, all other means of direct
marketing turn out to be extremely expensive, as printing
in low quantities is a costly venture. In such a case, email
marketing is the best bet.
A well-designed campaign using a properly managed mailing
list will give response rates which are much higher than other
direct marketing methods. It costs less to retain an existing
customer than to acquire a new one; email marketing can help
you minimize the customer retention cost. According to a study
42% of small businesses will use various methods of email
marketing by 2006. Go ahead, and be a part of the race, coz
if you don’t, your competition will march way ahead
before you know it. |
