Why use email marketing?
The high return on investment (ROI) of email marketing.
"Marketing Sherpa has released the results of a survey of 3,186 Internet marketers, who were asked about their ROI from various marketing techniques. (Yes, it's a survey, which is a bad way to get information about users and design, but this is about sales vs. expenses, not about use.)
Highest scoring was house email marketing, with 4 times as many respondents saying that they got strong or good ROI than people who said that it was a low-value tactic or hard to gauge.
Lowest scoring Internet tactic was banner advertising, with 3 times as many people saying "low" (or "hard to gauge") vs. respondents who said "good" (or "strong").
Email is about 12 times higher rated than banner advertising for ROI. Allocate your budget accordingly: unless you spend many times more on your newsletters than on online advertising, you probably have ROI problems.
These numbers don't surprise me, because our empirical observations of users' actual behavior show strong positive effects of email newsletters and extremely strong banner blindness.
Still, it's nice to see marketing managers come to the same conclusions as the user research, regarding what works on the Internet."
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