Truth 6. Using email ROI to guide your budget
Email has long been the red-headed stepchild of marketing budgets. Because the cost relative to email's return is low, many companies make the mistake of thinking that it shouldn't get a big chunk of their marketing budget—despite the fact that email carries more than its weight. Email may even be so powerfully efficient that it is often a victim of its own success. One highly respected analyst even said email was so effective that its strong performance was potentially harmful to its budget allocation.1
When you consider these statistics, it is hard to understand why email gets such a small piece of the budget pie.
For every dollar spent on email marketing, marketers can expect an estimated $46 ...
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