Email marketing offers ultimate accountability during recession

November 13, 2009 by admin
Filed under: Affiliate Marketing News, Affiliate marketing, affiliate marketing training, email marketing 
In a slowing economy, accountable marketing is essential for businesses since advertisers require return on investment "for every pound spent", one email marketing guru has affirmed. According to Marc Munier, email marketing can and should be the centrepiece of any cost-effective marketing plan as focus has shifted from spending money on brochures, advertisements and party invitations to accountability, cost per lead, conversion rates and minimal outlay for maximum return. "These trends were evident way before the banking system went pear-shaped – the state of the economy has merely acted as a catalyst for common-sense marketing," the email marketing specialist tells online entrepreneurial resource Fresh Business Thinking. In contrast to TV marketing, which allows "barely any targeting" save for geographical areas, he points to email marketing's facilitation of segmentation on almost any criteria: "You can see who looked at the email, who clicked and how many of them bought as a result." For customers who don't open, click through or buy, he advises "retargeting" with follow-up emails at different times of the day or featuring different subject lines, concluding that at every point an organisation retargets, they'll know exactly what it cost and what they got back as a result – "the ultimate in accountability".

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