122% return on investment I have recently heard a lot of businesspeople question just how effective email marketing is at a time when people are receiving hundreds of emails – often incorporating a sales pitch – every day. Such questioning is to be applauded. Any examination of the effectiveness of marketing strategy is a good […]

122% return on investment I have recently heard a lot of businesspeople question just how effective email marketing is at a time when people are receiving hundreds of emails – often incorporating a sales pitch – every day. Such questioning is to be applauded. Any examination of the effectiveness of marketing strategy is a good thing, particularly if it causes us to prioritise accountability and find ways of maximising the return on investment in marketing. That said, research suggests that email, used well, can yield a return on investment of 122% – four times that of other digital marketing tools.The point of this missive is not to extol the virtues of email, but rather the virtues of accountability and monitoring the return on investment in marketing. This is essential for any marketer committed to maximising performance and profitability. Just as individuals need to have KPIs and be held accountable, so…