![]()
 Topics
Absence&Presence
IP Management
Internet Gaming
Bandwidth
Distributing Services
Visualization Design
E-Learning
Digital Forex
Digital Libraries
Web Hosting
Data Management
Call Centers
Business Intelligence
Email Marketing
Digital Signatures
|
 |
Email Marketing
It was expected. It had to happen.
A recent GartnerG2 report confirms that e-mail marketing is now accepted as cost-effective way to acquire and retain customers. Everybody knows that the first (& most) successful benefit of the internet was and is email. (This despite the fact that the internet was initially promoted as an information tool.) And everybody has access to 1 or more email ids. So this should really come as no surprise! Let's take a look at the 3 parameters involved in Direct Mail campaigns.
-
Cost & lead time of replicating content & delivery : Conventional direct mailing needs physical copies of content. While email requires electronic copies. Considering that in both cases, the design is executed electronically, the savings in costs & lead times is overwhelmingly in favour of email. Gartner estimates a multiplying factor of 100 in costs. And a multiplying factor of 5 in lead times. That is, conventional mail costs 100 times more than email. And takes 5 times the time to reach.
-
Lead time & convenience of response : While conventional direct mail campaigns require the target to make a special effort to reply by (snail) mail or respond by telephone/fax, as far as email is concerned, response requires just one mouse click.
-
Response : There is no significant difference in average response rate between email campaigns and direct mail campaigns. (Both hover at around 1%.) But the rate of response for permission-based emails and opt-in marketing strategies is much higher at 7%. No wonder, more & more direct email campaigns are expected to be permission-based in future.
The entire cycle time of the e-mail campaign from creation to delivery and response is one-tenth the time of traditional direct mail. And all this at a hundredth of the cost. The share of email marketing is already estimated to have crossed 40% in 2002. And revenue from email advertising is projected as $ 1.25 billion. And as e-mail usage continues to increase, consumers will increasingly expect & accept advertisements through their computer.
|
HOME