eMail Marketing is Not an Expense
I know your accountant will want you to log it as such, but here's why you shouldn't think of email marketing as an expense: it has an ROI.
Unlike many other marketing channels, the results are more evident with email marketing. You can tell if it's making you money or not. And, if it's not, you change it or ditch it.
First, some basic math, using my own pricing as an example. My average price for a monthly 'regular-sized' newsletter is $150 per issue. Over a year that works out to $1800. You, as my client, should be able to look back on that year and know that income attributable to your newsletter was more than $1800.
Wait! Before you go off tapping away on your calculator, we need to acknowledge there are different reasons for publishing a newsletter and some have nothing to do with money. Example: I specialize in newsletters so I have to walk the talk. You may have reasons I wouldn't even think of (but would love to hear about them in the comments).
If you pay attention to how your email marketing is helping your business, you'll feel better about the effort and cost you put into it. And that will lead to continual improvement through little tweaks which, in turn, will make your campaigns more successful through increased engagement.
photo by CAPow! / Flickr
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