Both e-mail and direct mail have their place in the business-to-business (b2b) marketing mix. But when it comes to return on investment (ROI), e-mail marketing has secured the top spot for two years running.
According to a study conducted in 2009 by the Direct Marketing Association:
- E-mail marketing returned $43.62 for every dollar spent
- Internet search advertising returned $21.85 for every dollar spent
- Non-catalog direct mail returned $15.22 for every dollar spent
- Catalogs returned $7.32 for every dollar spent
And it looks like b2b e-mail marketers will be spending even more. A November 2009 survey found e-mail marketing was likely to see more spending increase than any other form of online marketing, next to Web site development (BtoB 2010 Outlook: Marketing Priorities and Plans.)
As more and more organizations want to do more with less, cost-effective and high-ROI marketing channels will gain traction. E-mail is an affordable alternative to direct mail because you don’t have to pay for printing or postage. If you market to multiple segments, e-mail allows you to affordably tailor messages that are relevant for each audience. In addition, e-mail campaigns can be easily launched and tracked, allowing companies to quickly communicate important information and swiftly respond to market changes.
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