Mailers that make the most money

I’ve talked about this before, and research keeps confirming what I’ve said. “The State of Retailing Online 2007,” published by Forrester Research, Inc., cites a report from Shop.org on the most cost-effective ways to market on-line. Here are the results:

Marketing method/Dollar cost per order

E-mail/$ 6.53

Affiliate programs/$17.47

Paid search/$26.75

Banner ads/$71.89

Of course, e-mail shouldn’t be a generic sales pitch if you want to maximize your return. You need a message targeted to the sender, based on analytics: where he’s located, how he got to your site, what information/service/freebee he asked for. It’s not necessary to write a personalized response to each lead, but buyers fall into categories, and the more accurately you can describe your potential client, the better you can rifle your message to him.

The letter is only partly about “selling;” it’s mostly about providing your product/service to someone who already wants it – remember, he came to you.

Not every prospect who comes to your Web site, landing page, or opt-in will proceed to the purchase. But the text of your message will help him see all of the reasons he should go to the next step. How do you know what his reasons are? Analytics will show most of them. Your targeted e-mail response to his request will help you close the deal at a lower cost than other on-line marketing methods.

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