The Most Widely Known Email Stat Is Also The One We Should Forget About

The Most Widely Known Email Stat Is Also The One We Should Forget About

Let’s put to rest something that cheapens our industry by making what we do look easy. I have been in email marketing for over 16 years, and the one stat that has consistently been brought up on blogs, conferences, and webcast to show the value of email is that of DMA’s figure of 4,300% ROI for the channel. But who cares? When someone uses or believes in that stat, dollar signs tend to appear in their eyes, and they declare themselves email-marketing consultants (or agencies, even). Problems arise when inexperienced or rogue marketers (e.g., spammers) don’t understand or ignore the long-term consequences for a brand. Conversely, established brands sometimes see this stat and believe, because they already have a “name,” they can cash in without backlash, even when sending sub-par content. The problem with both situations is that the true value of email is marginalized, and thus some people tend to have a negative perception of just how awesome email can and should be. We are...
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