Data followup: Google Adwords trounces email marketing in efficiency

News Type: Other — Wed May 31, 2006 1:46 PM EDT

business, google, marketing, advertising, adwords, marketing-measurement, direct-email

We noted at the beginning of the month our ongoing disappointment with the efficiency of our email marketing attempt to get people to complete our Q2 marketing survey (which, by the way, is just winding up). As some of you may remember, the stats looked something like this:

Emails sent: 11,261
Bounced: 342
Removed: 302
Net sent: 10,919
Emails opened: 1,783
Click throughs: 30
Cost: $3,000
Surveys completed: 10

That's a 0.3% response rate off the net emailing. Each click-through cost roughly $100, and each survey about $300.

Well, after running Google Adwords for about three weeks, we achieved the following results:

Impressions after three weeks: 952,787
Clicks: 355
Surveys completed: 64
Cost: $1,116.59

On AdWords, we ran both cost per click advertising and impression-based ads. Our response rate on the advertising was only 0.03%, mostly driven down by our CPM advertising; our advertising on selected web sites on an impression basis actually had about double the response rate (0.07%) because of better targeting. However, our cost per click overalll was only $3.15, and our cost per completed survey is just $17.45 instead of $300.

The numbers speak for themselves. Anyone who isn't considering Google advertising should ask themselves why not. And people who think email advertising is a great way to reach people had better have great opt-in email lists.

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Public Discussion (3)

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Who's leading the conversation?

This visualization below allows you to see the impact that each user has on the current conversation. The top row contains the group of users who have had the most impact, the 2nd row the group of users who have had the 2nd most impact (et cetera). Users with similar impact are grouped together, and the average score of the group is shown to the left of the group. The author of the article is also shown on the left, in their corresponding group. Each user's score is based on the number of comments the user has made plus the number of votes their comments have received. The scores are calculated relative one another, so while their absolute value is not particularly important, their relative difference does indicate a larger difference in impact on the conversation.

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{"commentId":141832,"authorDomain":"hoult"}

Matt Hoult

A great comparison. I think this speaks for itself. Now all we have to do is spam the spammers with this article.

{"commentId":141832,"threadId":"18246","contentId":"236432","authorDomain":"hoult"}

#1 - Wed May 31, 2006 3:20 PM EDT

{"commentId":142900,"authorDomain":"fastfinge"}

fastfinge

Right, then the best selling google adword will be V1AGRA. Just what websites need. :-)

{"commentId":142900,"threadId":"18246","contentId":"236432","authorDomain":"fastfinge"}

#2 - Thu Jun 1, 2006 9:59 AM EDT

{"commentId":146968,"authorDomain":"marilynl"}

Marilyn L

Of course, it also depends on your choice of Adword terms. Would you be willing to share that with us? I'm interested to know what got corporate executives to click and take the survey

{"commentId":146968,"threadId":"18246","contentId":"236432","authorDomain":"marilynl"}

#3 - Sun Jun 4, 2006 7:50 AM EDT

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CARL HOWE

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Data followup: Google Adwords trounces email marketing in efficiency

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