Lyris and Return Path Agree With AC: Email Marketing Works
Wednesday, March 22nd, 2006 at 4:26 pm by Jeffrey Perren, AC Magazine
Just in case you were — and we wouldn’t blame you — skeptical about the claims in our latest issue of AC Magazine, here’s more data to back up our belief in the continuing value of email marketing.
A recent Lyris study found that: “Half of U.S. Internet users regularly purchase from opt-in commercial e-mails, and 44 percent buy from online ads on a regular basis.” (DM News, Mar 22, 2006.)
According to a Return Path survey of those who measure their campaigns, 40% of the respondents say email garners their highest ROI. Search comes in a distant, but still respectable, second at 28 percent.
Revenue per campaign is the most watched success metric, used by nearly 40%. (35% don’t set success goals. A marketing no-no. What you don’t measure, you can’t judge.)
Between 50% and 70% say they vary response elements in email. These folks are doing it right. Change, test, and measure. Change the subject line for one group, alter the anchor text in the body for another. Measure the open and clickthrough rates.
Nearly 50% segment their email list, with the result that they see the best results. (They’re doing it right! Segmentation consists of dividing a list of addresses by some criteria: income, region, past purchase history. The idea is to hit them with messages and offers of some particular interest to THEM.)
Email marketing works… for those who do it right. And how is that? Read our March issue and find out.
(Some more great tips can be found in Christopher Knight’s Email Segmentation 101. Get 11 ways to segment your email lists here.)
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