A recent State of Retailing Online 2007 report from Shop.org provides some very useful information about the effectiveness of email in retail. Here are some highlights:
1) Emailing a house list is delivering orders for less than $7 each. This is a real bargain when compared to banner ads ($71.89), paid search ($26.75), and affiliate programs ($17.47).
2) 88% of the merchants surveyed indicated that email became a higher priority during 2007.
3) The average click through rate on house email is 11% with a 6% conversion rate.
4) The average retailer mails its list 64 times each year.