Of the, due to budget restraints, limited marketing tools I have had at my disposal over the last few years as a small entrepreneur, e-mail campaigns without a doubt possessed the largest ROI. This personal experience is vindicated by a Direct Marketing Association study, which calculated a $43,62 ROI for every $1 of marketing spend! Number 2 on the ROI-Hot 100 is SEM, which yields a $21,85 ROI – 50% lower! At the same time, it has to be said that the trend indicates that e-mail ROI will decrease over the next couple of years. The time of the massively, indiscriminately sent out e-mails seems to be coming to an end.
What follows are a few tips what you can to do counteract the trend (and which a lot of companies already are doing): (more…)