Barbie was surprised to hear me say that email marketing had the highest ROI of any other marketing channel, especially as she could not tie a single sale to the periodic newsletter her "Georgia Grown" shop sent out.
I explained to her that there were three distinct types of emails and showed her that the revenue per transactional email is as much as 5X higher than standard “newsletters” and she quickly realized she wasn’t really doing email marketing at all.
We crafted a transactional email similar in concept to the text you get from Amazon when “your package is in the box, your package has left the warehouse…”.
We said “before we seal up the box…”. And in the first month, a full 15% of her customers IMMEDIATELY made an additional purchase.
The next time you receive a newsletter, CALL the sender and ask them how they track revenue from the newsletter. Let them know they should be getting at least a 38% return on investment.