Simpler channels such as email lists can be more effective that other channels.
Internet marketers often focus their attention on the marketing channels which are receiving the most industry attention. And they forget simpler channels which can achieve better results.
We are all susceptible to the influence of media attention on the latest online marketing trends. Quite naturally, we become interested in what's new and what's exciting. We want to be on the leading edge.
But at the same time we would do well to pay attention to some quite "old" and "ordinary" marketing channels, even if they are a little less exciting.
In particular, email lists continue to be a source of excellent conversions.
Over a thirty day period we tracked the conversion rates achieved by a financial publisher across four different channels.
We looked at conversion to sales from their organic site traffic, AdWords traffic, Yahoo Search PPC and a rented email list.
Here are the results:
Conversion rates from the email list significantly outperformed every other marketing channel they used.
Whatever other new channels there are to explore, email lists frequently deliver the best conversion rates. This is true online, and offline.
You'll find a full archive of our test results, and analysis within the MarketingExperiments.com Research Archives.
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