Page 178 - Marketing the Basics 2nd

170 Marketing: the Basics
Table 8.1
Media
Email
DRTV
Inserts
Direct mail Dimensional mail Radio
Catalogue Telephone
Coupons Newspaper Freestanding inserts Magazine
Email ROI vs. other marketing
Revenue per contact ($)
1.28 1.35 1.31 3.95 8.99 3.77 2.88 6.17 1.32 0.75 0.03 0.10
Promo cost per contact ($)
0.09 0.16 0.18 0.55 1.61 0.74 0.63 1.45 0.43 0.35 0.06 0.22
Response rates (%)
0.99 0.27 1.46 1.61 3.46 0.38 2.32 5.73 2.78 0.14 0.09 0.13
ROI index (#)
14.20 8.40 7.30 7.20 5.60 5.10 4.60 4.20 3.10 2.10 0.60 0.50
Source: DMA Response Rate Report 2003
website has been updated. Subscribers view the content using an RSS reader, some of which allow marketers to insert ads directly into the feed. One advantage of using RSS feeds versus email marketing is that if the content on a website updates often, it is far more cost-effective, not to mention more convenient, for users to receive an update using another tool other than email. Imagine if you received an email each time a stock you are tracking rises half a point? Getting accurate estimates on consumer adoption rates of RSS feeds is tricky, but it’s estimated that as few as 4 million to as many as 20 million Americans are using RSS technologies to receive content.
TeLepHone MaRkeTing
Telephone marketing can be a cost-effective way of reaching a customer using conventional, or offline channels. In previous