What’s the return on investment of email marketing? It’s easy to get a bit jaded when it comes to email marketing, as we’re cleaning out our inboxes. It seems like on a good day the proportion of solicited messages to unsolicited messages is 1:10. On a good day. . .

But, marketers, don’t allow your assumptions to cloud your judgments. Email marketing has a very real ROI.

According to the Direct Marketing Association, email marketing returned $43.62 for every dollar spent on it in 2009. Yes, the nice people at the DMA might have a dog in the fight. (I really hope people aren’t googling dog fighting and ending up on the TechnologyMarketingBlog.) But who else are you going to trust to measure it?

And while down a bit, they estimate email marketing is expected to return $42.08 for every dollar spent on it this year.

So, if you’re not consistently using email marketing, maybe you should be. And if you’re not getting a healthy ROI, it’s time to evaluate your methods.

Posted: Tuesday, April 20th, 2010 | Business to Business Marketing, Direct Mail, Direct marketing, Industry Trends, Lead Generation, Marketing Research, Measurement, Online Marketing, Research and studies, Technology Marketing
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