Clicks to Revenue Converting Consumer and B2B Email Messages to Revenue
Why are we sending e-mail? <ul><li>Cost effective  </li></ul><ul><ul><li>Cost less than $7 per order on average. </li></ul...
Measuring E-mail Marketing Results <ul><li>Opens  – The actually opening of the e-mail message </li></ul><ul><li>Clicks  –...
E-mail Drives Conversion Rates <ul><li>Consumers who subscribed to email newsletters generated 34.25% more product sales –...
E-mail Delivers Effective Results <ul><li>Email delivers the highest ROI among marketing vehicles by an eye-popping margin...
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From Clicks To Cash

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This is a presentation I put together for a C-level meeting.

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From Clicks To Cash

  1. 1. Clicks to Revenue Converting Consumer and B2B Email Messages to Revenue
  2. 2. Why are we sending e-mail? <ul><li>Cost effective </li></ul><ul><ul><li>Cost less than $7 per order on average. </li></ul></ul><ul><li>Targeted marketing approach </li></ul><ul><ul><li>60% of business decision makers said Internet and e-mail are the best ways for advertisers to reach them. (Jupiter Research, 2007) </li></ul></ul><ul><li>Prediction: By 2009, 60% of e-mails will not be read inside the inbox. Email will be read on mobile devices, handhelds, inside social networks, RSS readers browser toolbars, and via phone. (ClickZ Email Marketing Conference, 2007) </li></ul>
  3. 3. Measuring E-mail Marketing Results <ul><li>Opens – The actually opening of the e-mail message </li></ul><ul><li>Clicks – When the customer clicks a link within the e-mail that takes them to your site. </li></ul><ul><li>Bounces – When the e-mail bounces back – bad addresses, address entered incorrectly. </li></ul><ul><li>Conversion rates -- typically calculated by dividing the total number of conversion transactions or orders placed resulting from your e-mail campaign by the total number of visitors or mailing list referred by your e-mail. </li></ul><ul><li>20 Orders placed = 20% </li></ul><ul><li>100 E-mails sent </li></ul>
  4. 4. E-mail Drives Conversion Rates <ul><li>Consumers who subscribed to email newsletters generated 34.25% more product sales – MarketSherpa in association with ConAgra Foods (2007). </li></ul><ul><li>Half of all consumers surveyed have made a purchase as a result of an email solicitation and 16% did so from messages found in their Spam folders. Endai Worldwide (2007). </li></ul><ul><li>The average order-conversion rate of e-mail is 6%. (Shop.org – State of Retailing Online 2007) </li></ul>
  5. 5. E-mail Delivers Effective Results <ul><li>Email delivers the highest ROI among marketing vehicles by an eye-popping margin: a whopping $57.25 for every dollar spent n it in 2005. (Direct Mail Marketing Association, 2006) </li></ul><ul><li>E-mail is delivering sales at an average cost per order of less than $7, compared to $71.00 for banner ads, $26.75 for paid search and $17.47 for affiliate programs, according to Shop.org. (State of Retailing Online 2007) </li></ul>

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