Return On Subscriber – Email Marketing Blog

One of the difficult things that agencies come up against is being able to calculate a true ROI for clients. We can provide information on response to an email and even conversion, but online sales are only a portion of revenue for a multi-tiered organizations with retail, phone and online outlets. In my experiences, integration of reporting is a difficult undertaking mainly because client IT resources are strained, setup of unique 800 numbers is not implemented, and sales representatives are not trained to ask where they learned about the offer/product.

The email industry is great at being able to provide insight into how the email performed as long as the action is online. What many of these agencies do not do is take all the pieces into consideration to give the client the whole picture. By not being able to see the whole picture, these same email agencies are at risk since they cannot see the true impact email has on their client’s revenue and brand awareness.

Properly executed campaigns are important as we all know, but setting the groundwork for all campaigns and on-going programs is essential and can provide much more of a benefit to clients and agencies. We all want to produce revenue for clients and be able to show a direct ROI.