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Via E-Consultancy comes details from a report from the Direct Marketing Association that asked contributing ESPs (Email Service Providers) what value their clients could allocate to an email address? The average result being £9.11.

This figure obviously isn’t finite and is industry and business dependent. For instance, if your average sale value is £1m then I would guess an e-mail address is worth more than if your average sale value is £30.

What interests me is that we have an average figure to work to and of course there is nothing from stopping you doing your own specific research.

This begs a question that’s worth pondering (and acting on). How much would you spend to aquire a quality e-mail address lead and, more importantly, how much would you invest to keep hold of it?

For Escape client, Truly Scrumptious, we are prepared to pay £11 for an e-mail address. In this case the value gets passed straight to the consumer and we are adding about 40 new names a month. In B2B it’s a different story and perhaps the value is measured not against pounds and pence, but rather against the time and effort you put into content and the value people place on it, IE. proving your credentials through “Thought Leadership”.

And here is a discrepancy I see on a regular basis in the content vs. advertising argument. Marketers and business owners can justify spend on an advert, even it it is not effective, compared to infrastructure and content and in the real thing that matters to a business - client acquisition and retention.