A retailer’s secret weapon, email marketing is a powerful revenue-building tool for marketing teams today. According to the Direct Marketing Associations, email provided $39.40 in sales per dollar of advertising this year, compared to $22.38 through Web search, $19.71 from Internet display ads and $12.90 from social networks. While the ROI is outstanding, according to Return Path, about 19 percent of email in the U.S. and Canada is still not making it to the inbox, underscoring that a reset may be in order. In fact, according to an Econsultancy Email Marketing Census Survey, when asked, “How do you rate the performance of your company’s email?” most marketers admit that they feel their own email performance is below par. On average, 61 percent rate performance as “poor” or “average.”
“For Internet retailers who want to take full advantage of the holiday shopping season, the time is now to review past email marketing efforts to determine what worked and what didn’t, and hit the reset button if needed. If not, these senders could be leaving thousands, if not millions, of dollars on the table,” said EJ McGowan, general manager of Campaigner.
To help Internet retailers increase customer interaction and revenue, Campaigner offers the five following timely takeaways to “fall” into email marketing success: