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Patricia A. Berry-Czech / Selling with Technology

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Patricia A. Berry-Czech / Selling with Technology Index

Country: United States
State: Nebraska
Spams to advertise software and services for the insurance industry. Has moved from open proxies to botnets to snowshoe spam over the years. Her businesses have addresses in Texas, Nebraska, and Nevada, but she appears to live in Nebraska at this time.

Patricia A. Berry-Czech / Selling with Technology SBL Listings History
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Spammer's take on "why email marketing works"

Statistical data on why email marketing works?

By Patricia A. Berry

People unfamiliar with email marketing often wonder what all the fuss is about. Didn't spam kill email as a marketing vehicle? Those wondering about the benefits of email marketing in today's ever-changing online and marketing environment will find the answers below.

It works  Businesses engage in email marketing because it works. And works well. Here are the numbers...

* According to research conducted by the Direct Marketing Association, email marketing generated an ROI of $48.34 for every dollar spent on it in 2007. The expected figure for this year is $45.06, and the prediction for 2009 is $43.52. As such, it outperforms all the other direct marketing channels examined, such as print catalogs. (See reference.)
* A February/March 2008 retailer survey by revealed that email marketing has the second lowest cost per order (CPO) of any online marketing tactic. The CPO of $6.85 compares favorably with, for example, paid search's CPO of $19.33. (See reference.)
* A 2008 survey by Newsweaver and B2B Marketing Magazine of 175 UK B2B marketers revealed 78% considered email "critical" or "very important" to their B2B marketing strategy (see the press release.) Newsweaver also surveyed Irish marketers, and 78.1% said that email is either "important" or "very important" to their overall marketing strategy (see article.)
* In another December 2007 survey of over 2000 marketers by Datran Media (note: an email marketing service), 80% of respondents "indicated email was the strongest performing media buy ahead of search and display." 55% expected "ROI from email to be higher than any other channel" (see press release.)
* Marketers responding to a July 2007 global survey by McKinsey put email second only to paid keywords in terms of online marketing efficiency (see article.)
* A 2007 survey of over 1,000 advertisers by Outsell Inc. put email as the second-most effective online marketing tool after the company's own website (see MediaPost article.)
* Research conducted by in 2007 revealed email generates sales at an average cost per order of under $7, comparing favorably to $71.89 (banner ads), $26.75 (paid search) and $17.47 (affiliate programs.) (See reference.)
* In a March 2007 survey of hotel marketers by Hospitality eBusiness Strategies, 58.7% cited email marketing as one of the Internet marketing formats that generate the best results and highest ROI (see the survey results.)
* In a March 2007 column, usability guru Jakob Nielsen listed an email newsletter as "probably the single-highest ROI action you can take to improve your Internet presence." (See 10 High-Profit Redesign Priorities.)
* A report in mid-2005 from Jupiter Research stated that..."when done right, $1 spent on e-mail can generate a $9 return." (See "Outlook 2006".)

The money is following the results...

* The DMA estimate spending on email marketing (in the USA) will increase from $600 million in 2008 to $700 million in 2009 (reference).
* A 2008 survey by Forrester Research revealed that 95% of surveyed marketers use email marketing, with another 4% planning to do so by year end (see reference).
* In a 2008 survey of 200 corporate marketers, 74% said they would increase spending on email campaigns over the next three years (see article).
* In January 2008, Jupiter Research forecast that spending on email marketing will grow from $1.2 billion in 2007 to $2.1 billion in 2012 (see press release).
* In a December 2007 survey of over 2000 marketers by Datran Media (note: an email marketing service), 82% of respondents "indicated that they plan to increase their use of email marketing in 2008" (see press release.)
* A November/December 2007 survey of B2B marketers and their spending intentions noted that over 70% expected to increase their email marketing budget in 2008 (see report.)
* An end-of-year 2007 survey of marketing and sales execs by PoliteMail found over 80% "have plans to increase use of email for sales and marketing." (see survey results.)
* In a September 2007 article, eMarketer predict spending on email advertising to rise 82% to $616 million in 2011. And spending on email marketing to rise 11% to $1,650 million over the same period (see article.)
* In McKinsey's July 2007 global survey of marketers, more respondents used email than any other form of digital advertising vehicle. 51% said their spending on email would increase over the next three years, while 11% said it would decrease (see article.)
* In a 2007 survey of large retailers, 88% of respondents noted that email marketing had "...increased as a priority in 2007." (see article.)

If you're wary of statistics, then consider the results obtained by real marketers in real organizations just ask for our client list.

Why it works

Email marketing works for a variety of reasons...

* It is data driven
* It drives direct sales
* It builds relationships, loyalty and trust
* It supports sales through other channels

Modern email marketing services and solutions support database integration, segmentation and various other tricks and techniques for improving the targeting of outgoing messages. Advanced methods generate on-the-fly emails customized down to an individual recipient basis.

And every email campaign you send out generates a heap of actionable data you can use to refine your approach and messages.

Email promotions and offers generate immediate action: sales, downloads, inquiries, registrations, etc. Informative email newsletters and other emails send people to offline stores and events, prepare the way for catalogs, build awareness, contribute to branding, strengthen relationships, encourage trust and cement loyalty.

Convinced? Start the email marketing journey email us for a free consultation

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