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E-Mail ROI far surpasses other channels
October 14, 2008
E-mail’s ROI in 2008 was $45.06 for every dollar spent on it, according
to the DMA’s just-released Power of Direct economic impact study.
Non-e-mail Internet marketing delivered $19.94 for every dollar spent on it this year.
Catalog marketing delivered $7.28 for every dollar spent in 2008.
Moreover, non-catalog direct marketing’s ROI was $15.55 for every dollar in 2008, according to the study.
E-mail marketing’s growth during that period —13.6%— was the highest of the various marketing channels.
In other news, the DMA project that in 2009, for the first time
Internet sales will surpass all other channels. Non-e-mail Internet
marketing will drive $559 billion in sales in 2009, according to the
DMA. At the same time, non-catalog direct mail—the next highest
performing channel sales-wise—will drive $561.7 billion in sales in
2009, the DMA estimates.
For its part, e-mail will have driven $28 billion in sales by the end
of 2008 and will drive $32.6 billion in sales in 2009, according to the
DMA.
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