Kevin Hillstrom: MineThatData

Exploring How Customers Interact With Advertising, Products, Brands, and Channels, using Multichannel Forensics.

October 15, 2008

Debunking An Article/Study: E-Mail ROI

Always keep in mind that e-mail has almost no variable cost, thereby guaranteeing that it has the best ROI. Nobody ever talks about the fact that you get $0.10 of sales per e-mail delivered, whereas other forms of marketing deliver twenty or thirty or fifty times the sales volume per unit, do they?

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