Comments on: How eMail ROI Becomes Over-Stated http://www.jeffmolander.com/uncategorized/how-email-roi-becomes-over-stated/ Useful Insights on Digital Media, Advertising & eCommerce Fri, 23 Jul 2010 21:11:36 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Alan Rimm-Kaufman http://www.jeffmolander.com/uncategorized/how-email-roi-becomes-over-stated/comment-page-1/#comment-45 Alan Rimm-Kaufman Wed, 23 Jan 2008 18:59:50 +0000 http://www.jeffmolander.com/strategies/how-email-roi-becomes-over-stated/#comment-45 Hi AG -- Totally agree, not every decision is ROI-based, and even those that are, there are more subtle approaches than just "Sort By ROI Descending". It is just when surveys like that from the DMA claims "email DRIVES 50-fold sales versus its cost", that the smart marketing questions the incrementality of those $50. Thanks for the comment! Cheers -- Alan Hi AG — Totally agree, not every decision is ROI-based, and even those that are, there are more subtle approaches than just “Sort By ROI Descending”. It is just when surveys like that from the DMA claims “email DRIVES 50-fold sales versus its cost”, that the smart marketing questions the incrementality of those $50. Thanks for the comment! Cheers — Alan

]]> By: AG http://www.jeffmolander.com/uncategorized/how-email-roi-becomes-over-stated/comment-page-1/#comment-44 AG Wed, 23 Jan 2008 16:43:27 +0000 http://www.jeffmolander.com/strategies/how-email-roi-becomes-over-stated/#comment-44 I don't dispute the above point of view, I think it's valid. If anything it shows that like most digital marketing efforts, the pure, hard, 'cold' ROI isn't the only story. Email has to be measured with other considerations - like, how well do other channels convert when it's active compared to when it's not. Like, where do your best advocates for a brand come from? Do they come from your own customers? If so, are there more of those customers that are opted-in to email communications than not? Does the dialogue, in addition to driving revenue, also positively drive advocacy? Can you put a price on that ... Not that efforts at measuring revenue and email are folly. They're important elements of planning. But they perhaps are not the core metric for email's integration into a larger campaign. I don’t dispute the above point of view, I think it’s valid. If anything it shows that like most digital marketing efforts, the pure, hard, ‘cold’ ROI isn’t the only story. Email has to be measured with other considerations – like, how well do other channels convert when it’s active compared to when it’s not. Like, where do your best advocates for a brand come from? Do they come from your own customers? If so, are there more of those customers that are opted-in to email communications than not? Does the dialogue, in addition to driving revenue, also positively drive advocacy? Can you put a price on that …

Not that efforts at measuring revenue and email are folly. They’re important elements of planning. But they perhaps are not the core metric for email’s integration into a larger campaign.

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