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A Crash Course in Email Marketing for Small and Medium-sized Businesses by John W. Hayes

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12. Understanding Your Return on Investment

It might sound crazy, but many marketers don’t understand the Return on Investment (ROI) they are getting from their email marketing campaigns. This might be because email marketing is considered too low cost (or cheap) to really worry about. But remember, there is no such thing as cheap or expensive marketing.

I believe, if you don’t have a clear understanding of the value of your marketing campaigns, you should not spend another penny until you have the mechanisms in place to track your investment.

Calculating ROI

You don’t need to be a mathematical genius to work out your return on investment from email marketing.

The formula can be as simple as:

total sales generated from email marketing/total ...

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