For one thing, sending an email is faster and easier than phoning 400 people. (My jaw just clenched in horror!) And broadcasting a tweet or Facebook post is not the same as putting a message in someone’s inbox; it’s hit or miss. Direct mail is costly and the results are minimal.
Some say the ROI on email marketing is over $40 for every $1 spent. I haven’t gotten those results for myself (yet) but I have seen some very quantifiable successes.
For example, it’s easy to calculate your ROI when selling event tickets. Let's say you spend $300 to sell $6000 worth of tickets, which is a pretty darn good return. More to the point, consider if - and how - you’ll sell all those tickets if not by email.
One of the big benefits of email over other options - the phone, social media, snail mail - is that it's fast, easy and direct.
I’ll be debating the benefits of email vs. the phone on November 5th in Halifax with The Phone Lady. Please contribute to our research by voting for which you think is better – click here to vote. (It’s anonymous, so I can’t hold it against you if you vote for the phone but, of course, I hope you’ll vote for email!)