According to the Direct Marketing Association, email provided $39.40 in sales per dollar of advertising this year, followed by $22.38 through Web search, $19.71 from Internet display ads and $12.90 from social networks.
Email is the “killer app”. It’s not sexy, and it’s really not cool, but it makes money. That’s cool.
Smart retailers are sending more tailored email to their customers driving even more sales. If you can close the loop with your data you will find email drives a lot of ‘in store’ sales too. People research online, find what they want and then hit the stores to buy. Thinking your online store is the only place they will buy and that bricks and mortar is dead is most definitely a fallacy.
In our opinion, it’s time to clean up your database and start building a list of buyers, not just a list.
To read the full article, with original figures, click here.