Email Marketing: The ROI King

It may be the least sexy tool in your digital marketing arsenal, but did you know that in terms of ROI, email is probably its top performer? Such was the assertion made by Jeff Rohrs, VP of marketing for ExactTarget, a Web-based platform for email marketing, during his lecture on "Email Plus: The Medium is the Message," which he delivered at the 2010 CMO Leadership Forum event in New York City's posh Athletic Club.

Noticing the high number of raised eyebrows to an audience of marketing professionals, Rohrs provided what he called an "email reality check" to disabuse the skeptics of their deeply entrenched perceptions. "Email offers the largest user base," he insisted. "97% of adults who use the Internet regularly use email."

Other key points Rohrs made about the efficiency of email marketing included:

  • "With email, you own the eyeballs—if you own your subscriber list."
  • "Email marketing is now much more than the newsletter. Much of the best email today is automated."
  • "Deliverability is now less about content and more about your reputation, which is built up over time (particularly within companies in the same vertical)."

Even with spam filters, email marketing succeeds, continued Rohrs. But the question is do your subscribers want it? "Are you delivering on your expectations, and are you delivering on what they signed up for?"

Answering these questions effectively can have an immeasurably positive impact on your email marketing initiatives and its resulting ROI. "Our whole philosophy is that subscribers rule," concluded Rohrs. "We need to serve individuals by this technology. We need to honor their preferences and deliver timely, relevant content that improves their lives."

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.