ROI of Actionable Analytics

Email marketing – reality versus perception

Email is the single most cost effective marketing outreach channel, where even low-effort, low-reward programs like "batch and blast" yield positive Return on Investment (ROI). Yet marketers struggle to improve their email channel performance, stuck between a fixed budget and ever-increasing revenue goals.

Despite the potential for improving overall ROI by focusing on email, other higher-cost, higher-effort, lower ROI outreach programs such as direct postal mail typically get the lion's share of the marketing team's budget and attention. This counterintuitive situation, where the more cost effective outreach channel languishes compared to other channels, is brought about by two deficits:

• Lack of marketer visibility into email channel results and ROI
• Lack of marketer experience with using email channel conversion data to optimize email outreach

Reaping the rewards of moving up one or more levels in email marketing sophistication

The key to email channel success is to focus on answering questions with data analytics that lead to cost-effective action. iPost provides technical solutions and proven methodologies to empower marketers to reach their next level in email results. iPost's multilayered, analytical approach to email channel management drives incremental increases in ROI at each level of adoption. Our analytical techniques focus on selective application of affordable technology, minimizing your financial outlay and risk.

Your next level depends on where you are now – see the Email Sophistication Levels below, rate yourself, and decide which next step is right for you.

• Level 1: "Get Seen"
• Level 2: "Get to ROI"
• Level 3: "Behavioral Segmentation"
• Level 4: "Precise High-Value Targeting"