Sharper Email Marketing Vital During Recession
March 9th, 2009
In the current economic climate, delivering relevant offers and information is critical for connecting with budget-strapped consumers and getting them to spend. Donna Richardson of Mobilize Mail
Profits also depend on finding new ways to increase sales. Marketing is a key for this, but what forms of marketing will give the best ROI when companies are so tight for funds? A recent survey has shown more than half of businesses are planning to increase their marketing budgets in 2009, and the top area by far is email marketing at 73% followed by search engine marketing at 44%.
Email is favoured because it’s a cost-effective channel, allowing companies to deliver highly personalised, one-to-one messages. In this economic climate, delivering relevant offers and information will be critical for connecting with budget-strapped consumers and getting them to spend.
The Direct Marketing Association, estimates email currently generates around $46 for every dollar spent, compared with around $23 for search engine optimisation and adverts and $7 for catalogues.
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