There’s some talk around the Web that email marketing is becoming a thing of the past due to the popularity of social networks. I beg to differ. Consider this: According to a recent Direct Marketing Association study, email marketing’s average return on investment (ROI) is a whopping $45.05 US for every dollar spent. That makes it the highest return of any marketing channel.

Even other Internet marketing methods pale with an ROI of $19.94 for every dollar spent.
If an e-newsletter or or other email tool isn’t in your marketing toolbox, the above fact alone should pique your interest. Here are some other bits of information to excite your inner email marketer.
E-newsletters are dirt cheap to produce

When compared to postal mailings, email wins, hands down. Producing a postcard, self mailer or other mailing piece requires a few basic things. You’ll need to have it printed, you’ll need a list and you’ll need to buy postage. Sure, you can print it on demand with an inkjet printer, but the results will likely be somewhat less than professional. Plus, you risk poor positioning in the recipient’s mind when they think, “Hmmm … must not be doing very well if they can’t afford to print a simple mailer.”

Beyond this, you may need to rent or purchase a mailing list, usually from a list broker. Typical mailing list pricing is based on a cost per thousand (CPM) and typical B2B lists average around 16-30 cents per name. Plus, many list brokers have a minimum fee of $500, regardless of the size of the list.

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