Email ROI

E-mail’s ROI in 2008 was $45.06 for every dollar spent on it, according to the DMA’s just-released Power of Direct economic impact study, we glean from Ken Magill.

Non-e-mail Internet marketing delivered $19.94 for every dollar spent on it this year and catalogue marketing delivered $7.28 for every dollar spent in 2008

While e-mail’s ROI far outpaces every other channel, spending on it lags far behind, possibly because it remains primarily a retention vehicle and its deployment costs are far lower than other channels. The DMA estimated marketers spent $600 million on e-mail in 2008 and will spend $700 million on it in 2009.

The channel employed 98,300 people in 2007 and 111,700 in 2008, according to the DMA.
However, e-mail marketing’s growth during that period—13.6%—was the highest of the various marketing channels. E-mail’s employment growth by percentage edged out non-e-mail Internet marketing—which went from 1.7 million to 1.9 million—by 0.3%, according to the DMA.