What To Expect From Email Marketing

Of course, there is no way to predict the performance of a marketing test until you try it, but there do seem to besome common threads. First, email should be somewhat cheaper than mail - but don’t expect it to be dramatically less. Many good email lists cost $200 to $400 per 1,000 names, which is almost comparable to mail costs for the entire package. Response is often somewhat better than mail, but may not be dramatically better. However, when you couple slightly lower costs with even modestly higher response, your total account acquisition costs could be dramatically lower. Then there’s speed. Email program compress the lead generation cycle from months to days. Most institutions that try email come back for more, for good reason.

First published on BankersOnline.com 11/5/01