Gauging ROI on Retail Email Marketing: A Complex Puzzle

Retailers know that 50 percent or more of the incremental sales generated by email marketing occur in retail stores. By making sure that adequate mail and holdout testing is executed, and by appointing one employee to be responsible for evangelizing multichannel email performance, businesses can achieve optimal ROI across channels.

Kevin Hillstrom is president of MineThatData, a database marketing consultancy. He can be reached at kevinh@minethatdata.com.