When Times Get Tough, Turn to Email Marketing
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By Tim Roman, Fathom SEO's Sr. Account Executive
Maybe the economic slump hasn’t yet affected your company or you personally, but chances are good that it is affecting a good portion of your customers right now.It is in times like these that companies carefully analyze their marketing budgets and adjust them accordingly to make sure they are getting the most bang for their buck. When you analyzed your company’s email marketing campaigns from last year, how did they perform?
According to the Direct Marketing Association, email marketing’s average Return on Investment in 2008 was $45 for every $1 spent, or 4,400%.
If your campaign returns weren’t this high, it’s time to get a new team on board to help you rethink your strategy. When done properly, email marketing is the best solution for maintaining a relationship with your site’s visitors and driving high-converting traffic to your landing pages.
Virtually any metric can be tracked through email marketing, and it can be reported back into the system to be associated with a given subscriber. This information can then be used to target subscribers with highly relevant content, helping you keep them as loyal customers.
So in a time when other marketing channels may be under-performing, consider revisiting your email marketing efforts. Find a new team to partner with that can help you achieve your specific goals and get your multilateral online marketing efforts ready for battle when the economy rebounds.
