Change Your Subject Line Oil: The Case for E-mail Marketing

Subject Line Tips

The following points speak for themselves regarding the value of e-mail marketing for the typical small business:

• According to eMarketer, 91 percent of Internet users between the ages of 18 and 64 send or read e-mail.
• Over 147 million people use e-mail every day in the U.S. (eMarketer).
• A recent study by the Radicati Group estimated that in 2009 there were 1.6 billion consumer e-mail accounts worldwide, projected to grow to over 2.25 billion by 2013.
• According to a Direct Marketing Association study in 2007, direct marketing costs 20 times more than e-mail marketing.
• According to the Direct Marketing Association, in 2008 e-mail marketing delivered $45.06 for every dollar spent.
• E-mail marketing drove $28 billion in sales in 2008 and an estimated $32.6 billion by the end of 2009 (emailstatcenter).
• By contrast, “Catalog marketing delivered $7.28 for every dollar spent in 2008 and is projected to deliver $7.25 for every dollar spent in 2009.” (Direct Marketing Association).

No other marketing communication channel keeps pace with e-mail marketing. It is cost-effective, has a built-in and compelling ROI, and is a vehicle widely used in both business and consumer segments. If used legally, ethically, and effectively, this tool can quickly become the small business owner’s best friend and revenue generator. If you are not implementing consistent e-mail marketing campaigns, your small business is losing brand awareness, customer retention, and revenue. E-mail marketing is like changing the oil in your car—it’s one of the cheapest things you can do for your car, but it pays the greatest dividend.⁴⁵

I change the oil in my vehicles every 3,000 to 5,000 miles. My family’s cars and trucks often go to 200,000 miles. Don’t be like the sales manager in one company I worked for who did not change his oil for 60,000 miles! Guess what happened? His engine seized, and he had to buy a new car! You decide: $25 every 3,000 miles or $25,000 every 60,000 miles?

What do you think?

By Stuart Atkins