Which digital-marketing channels provide the best return on investment? Here we discuss how to measure ROI for each of the primary media channels.
Measuring email return on investment (ROI) strikes fear in the heart of many marketers. Why bother? Does it really matter? The answer is an unequivocal “YES!”
ING — a provider of retirement and insurance services — is currently running a great marketing and advertising campaign to get consumers to know the level of savings they need to retire. They lead with “Find Your Number.” In one of their television ads, for example, a guy asks his neighbor what his number is. The neighbor responds, apprehensively, with “a gazillion.” The point of the commercial is that if you don’t know your goal, you’ll never reach it because you don’t have a plan.
Since starting FulcrumTech, we’ve worked with numerous clients and prospects who have been frustrated by how to justify their email-marketing programs. Specifically, they want to know how much they’ll get in return from a certain level of marketing investment. Until now, there hasn’t been a way to accurately calculate email-marketing return on investment (ROI). To address this problem, FulcrumTech developed a sophisticated, web-based email ROI calculator called ROI GoalsetterSM.
Many clients ask us how to make dramatic improvements in their email-marketing efforts. Typically, the urgency to grow their lists—usually by a lot—comes to mind for most people. Although list growth is often at the heart of improvement, the right combination of efforts beyond list growth is also important to help you reach your goals.
Have you ever wondered exactly how much, in dollars, your email-marketing campaign can improve? Most likely, you’ve read numerous articles and have attended webinars about what you can do to step it up a notch. But how do select from the many options for improving your program? Where should you focus your efforts? A financial model can help you answer these questions!