How strong is your in-house list?
February 18, 2009 at 5:05 pm Arun Krishnan 2 comments
An important study released by Datran has marketers placing email marketing as vastly outperforming search when it comes to generating ROI.
The results of this study mirror those of a 2008 Marketing Sherpa study that placed marketing to in-house lists as a medium that delivered the highest ROI at the lowest cost.
This is why marketers need to focus their efforts on building newsletter lists efficiently through CPL and CPC advertising. Secondly, they need to make sure that effective CRM solutions are in place so that they can extract the greatest value from their existing lists.
Think about it. An email address in the hand is worth many birds in the bush. The lifetime value of an email is in excess of many years (5 according to a recent estimate). Also, re-marketing to the list, marketers can increase lifetime value of a consumer – by enhancing brand loyalty and increasing the number of first (and repeat orders).
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