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Email Marketing - Still the Powerful Engagement Tool That Turns Marketing Dollars into Highest ROI

Introduction

Email marketing’s popularity is attributable to its low cost, high ROI (Return-On-Investment) and focus on customer retention. While the economic crisis forced retailers to cut back on many important marketing and technology initiatives, email programs will survive relatively unscathed.

Odds are your marketing budget has felt the negative impact of growing concerns over the worldwide economy. Small businesses and large corporations alike have been forced to erase entire sections of their marketing “wish list” in response to a bleak economic forecast that has many marketers evaluating the cost-effectiveness and ROI of previously ironclad marketing vehicles.

Amid the turmoil, Email marketing has remained a staple due to its cost-effectiveness and flexibility. At a fraction of a penny per message, the value of an email campaign compared to an expensive direct mail communication is substantial. However, getting the most from your email marketing campaigns during tough economic times may require a different approach than what you’ve done before.


It is not surprising to see how advertisers continue adding to the budget for marketing activities that are generating the greatest ROI, like searches and email marketing.

According to eMarketer, at the beginning of this year, 14% of the online marketing budget is destined for email marketing. What is more surprising, is that advertisers are giving more importance to their email marketing campaigns than on investing in social networks, even though it is a rising trend. In the current economy, on which marketing budgets plummet, email marketing can be as important as a wood plank to someone stranded at sea.


While marketing budgets is trimmed due to the recession, email’s share of budgets is likely to rise. Email owes its resilience to its low cost, highly measurable results and focus on customer retention.

No wonder business leaders were most likely to say email was a marketing tactic earmarked for increased spending in 2009 and so on, according to a December 2008 StrongMail survey. The survey generated responses across all industries, with strong representation in retail, financial services, technology and media/entertainment.

The next set of Email Marketing articles will cover:

• Focus on Customers' Needs
• Email Marketing's Effectiveness
• Email Marketing Strategies
• Social Email Marketing
• New Technology for bridging the Email / Social Network Gap