Advertising in newspapers is also very expensive and doesn’t often give the financial return which will justify the expense. It is well known in the advertising industry that a person needs to see an ad 17 times before they take action. The average 2 x 3 ad costs about $125. If you were to get one client from the ad, you would have to earn $2,125 from that client.
Direct mail is extremely expensive for a start-up. One of my clients spent $10,000 to promote his business within a ten miles radius of his business. First he had to buy to mailing list, print the flyers and hire a mailing house to prepare them for mailing. He didn’t gain a single client from the mailing even after six months.
Email marketing is more affordable by far. Email campaigns can be directed towards your target market and take much less time to produce. It’s difficult to uncover accurate statistics, but for those I know who use email consistently, they seem to achieve better results than anything else they have tried.
One client hired a professional ecommerce firm. The campaign the firm designed increased their client’s traffic for an event threefold.