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"Email Marketing Has a Great ROI"

Heidi Cohen wrote the article. She discusses why email is one of the best online marketing tools. One study found that email marketing has a greater ROI than other online options.

Engaging the customers is important. This can be done through welcome messages, post-purchase emails, birthday emails, forward-to-a-friend referrals, abandoned shopping cart follow-up, wish lists, and customer service. Cohen writes, “All these approaches to e-mail marketing can prove effective. The trick is to find the combination of timing, frequency, and content that works best for you.”

Monitoring email effectiveness and maximizing ROI can only be done by measuring and tracking them over time. Be sure to manage house-file size, churning, revenue per email, and cost per email. In order to maximize ROI, consider how to use every mailing most effectively to deliver real value to readers.

I chose this article because I know as consumers filter their inboxes from “spam” and “junk mail” marketers will need to become savvier in gaining the consumer’s attention. This does not mean more emails but better and more creative emails.

The success of a marketer’s ability to attain consumer attention (via email) would likely effect e-commerce. I see email marketing as having a similar effect as traditional direct mailers and catalogs. The difference is this all takes place online. E-commerce has begun to replace or co-exist with long time catalog companies.