Should businesses spend more on email marketing?

Simple answer: Yes.

Benefits of email marketing:

High ROI – According to the Direct Marketing Association’s “Power of Direct Economic Impact” study, email’s return on investment in 2008 was $45.06 for every dollar spent. In comparison to $19.94 for non-email internet marketing.

Cost effective – Email marketing is typically permission based, meaning that these potential customers have explicitly requested information. Dollars will not be wasted on viewers with no intention of purchasing your goods and/or services. For example: A McDonald’s banner ad on a healthy living website.

Customer retention / Repeat sales – Studies have shown that it is 8 – 10 times more expensive to acquire new customers than it is to sell to existing ones. Emails sent on a regular basis will keep your brand at the forefront of your customer’s mind and will likely lead to repeat sales.

Cross selling – An email marketing campaign allows you to introduce goods and services to customers who otherwise may not have known that you provided them. For example: Not only does The Archer Group build award winning websites, we also offer Eye-tracking services, media planning and email marketing.

Offline purchases – Conventional businesses can benefit from email marketing as well, by driving foot traffic through their doors. Emails can be delivered at any given time of the day. For example: By sending an early morning email with a picture of a steaming cup of coffee (possibly with a coupon), you are likely to entice more than a few people to swing by your store.

We would love to further discuss email marketing with you. Leave a comment below or of course, send us an email at

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