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.
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