{"id":2110,"date":"2013-11-20T12:00:13","date_gmt":"2013-11-20T12:00:13","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=2110"},"modified":"2013-11-20T12:00:13","modified_gmt":"2013-11-20T12:00:13","slug":"el-roi-del-email-marketing-y-ratios-de-respuesta","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/el-roi-del-email-marketing-y-ratios-de-respuesta\/","title":{"rendered":"Email Marketing ROI and response rates"},"content":{"rendered":"<p style=\"text-align: justify;\">According to the report of the <a title=\"ROI email marketing\" href=\"https:\/\/imis.the-dma.org\/bookstore\/ProductSingle.cfm?p=0D45047D|B965EFD73F1CD06E4A48C20E9F09BB71\" target=\"_blank\" rel=\"noopener\">DMA 2012 Response Rate Report<\/a>\u00a0Email marketing response rates are, next to those of display, the lowest of all direct response channels.<\/p>\n<p><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/11\/ratio-de-respuesta-roi-email-marketing.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-medium wp-image-2226 aligncenter\" alt=\"ratio-de-respuesta-roi-email-marketing\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/11\/ratio-de-respuesta-roi-email-marketing-300x243.png\" width=\"300\" height=\"243\" \/><\/a><!--more--><\/p>\n<p style=\"text-align: justify;\">Loyalty email marketing campaigns generate, on average, an average of <strong>response rate of 0.12%<\/strong>. This means that for every 100 users who saw the Call To Action in the email, 0.12 responded positively (converted).<!--more--><br \/>\nDirect mailing actions (paper) generate, on average, a 3.4% response rate, almost 30 times higher than email.\u00a0<span style=\"line-height: 1.714285714; font-size: 1rem;\">The only channel with a lower response rate than email marketing is display, with 0.4%.\u00a0<\/span><span style=\"line-height: 1.714285714; font-size: 1rem;\">Surprisingly, the highest response rates are offered by the much-maligned <strong>telemarketing<\/strong>with 12.95%.<\/span><\/p>\n<p style=\"text-align: justify;\"><strong>When the variable \"costs\" is introduced into the analysis to obtain the e<a title=\"3 ways to increase your email marketing ROI\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/3-formas-de-aumentar-el-roi-de-tu-email-marketing\/\">he ROI of Email Marketing<\/a> and the rest of the channels, the picture changes significantly.<\/strong>. The costs of sales through telemarketing are 78$ per order or lead (if the database is owned) and 190$ if the database is rented.<\/p>\n<p style=\"text-align: justify;\">From the perspective of return, the <strong>Email Marketing ROI<\/strong> <strong>is the best performer, with a return of 28.50$ for every 1$ invested.<\/strong>. This is mainly due to their low cost. Against this background, it is not surprising that there is a temptation, justified in many cases, to increase the mailing pressure on the various lists. The more I send, the more I earn. This is the upside. The downside is the increase in unsubscribes, complaints and thus the damage to our reputation as a sender.<\/p>\n<p style=\"text-align: justify;\">The key is to find the right balance in the intensity of the sending we do. E<a title=\"The ROI of Email Marketing\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/el-roi-del-email-marketing\/\">he ROI of Email Marketing<\/a> is an interesting metric, but it does not reflect the cumulative value of the database. For this, variables such as the Churn Rate must be introduced. The metric that can help us to have a vision of the future is the Customer Lifetime Vlue.<\/p>","protected":false},"excerpt":{"rendered":"<p>According to the DMA 2012 Response Rate Report, the response rates of email marketing are, next to those of display, the lowest of all direct response channels.<\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,95],"tags":[100],"post_folder":[],"class_list":["post-2110","post","type-post","status-publish","format-standard","hentry","category-blog","category-roi-email-marketing-2","tag-roi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El ROI del Email Marketing y los ratios de respuesta - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/el-roi-del-email-marketing-y-ratios-de-respuesta\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El ROI del Email Marketing y los ratios de respuesta - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Seg\u00fan el informe de la DMA 2012 Response Rate Report\u00a0los ratios de respuesta del Email Marketing son, junto a los que ofrece el Display, los m\u00e1s bajos de entre los canales de respuesta directa.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/el-roi-del-email-marketing-y-ratios-de-respuesta\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2013-11-20T12:00:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/08\/roi-email-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jordi Puig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordi Puig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/el-roi-del-email-marketing-y-ratios-de-respuesta\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/el-roi-del-email-marketing-y-ratios-de-respuesta\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"El ROI del Email Marketing y los ratios de respuesta\",\"datePublished\":\"2013-11-20T12:00:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/el-roi-del-email-marketing-y-ratios-de-respuesta\/\"},\"wordCount\":357,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/el-roi-del-email-marketing-y-ratios-de-respuesta\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/11\/ratio-de-respuesta-roi-email-marketing-300x243.png\",\"keywords\":[\"ROI\"],\"articleSection\":[\"Blog\",\"ROI Email Marketing\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/el-roi-del-email-marketing-y-ratios-de-respuesta\/\",\"url\":\"https:\/\/www.digitalresponse.es\/el-roi-del-email-marketing-y-ratios-de-respuesta\/\",\"name\":\"El ROI del Email Marketing y los ratios de respuesta - 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