When spending money on marketing your business one would think you would monitor your return on investment (ROI) pretty closely, right?
In a somewhat surprising find, companies are spending more on email marketing (17% of online budgets) than PPC (16%), according to Econsultancy’s 2010 Email Marketing Census. However what is even more surprising is that the study found that companies are doing this despite not fully understanding their return on investment (ROI) achieved.
How can you run a successful marketing campaign if you have no idea what is working for you? In PPC it is clearer what your ROI, plus you have the ability to alter ads and landing pages based on the keyword. By doing that you can truly segment your audience to target the right message. That is what is missing in email marketing. With the data you have about your existing customers you should leverage that to segment your audience to what they want based on previous behavior.
Once companies start to realize segmenting is the key to ROI then they will see positive growth. Let’s hope they start realizing soon enough before it’s too late.
