Though the return on investment garnered from e-mail marketing operations is still healthy, there has been a downward trend in recent years, and it is forecasted to continue through 2007 and 2008. This is according to the U.S. Direct Marketing Association.
In 2005, e-mail marketing ROI was $57.25 for every dollar spent, while in 2006 this figure dipped to $51.58. In 2007, this number is expected to be $48.56, with e-mail marketers spending $500 million for $23 billion in sales.
This decline in ROI is expected to continue through 2008, where DMA predicts the figure will be $45.65, with marketers spending $600 million for $27 billion in sales.
Part of the explanation for this downhill procession could be the increased sending of e-mails that do not generate any revenues, such as order confirmations and double opt-ins, though these may have subtle, indirect influences on revenues generated.
Still, this negative trend does not seem to be dampening any efforts to utilize the potential that lies in e-mail marketing, as is exhibited in the increased spending expected next year of $100 million.
Richard Gibson, chair of the benchmarking hub at the DMA E-mail Marketing Council, suggests that marketers start a dialogue with e-mail service providers to get some help. “Many suppliers or ESPs – email service providers – have the ability to work with the marketing function within a small company and show how their tools can be used effectively to increase response,” he says.
Jason Hahn is a writer for DM Confidential
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