• by Wayne Friedman , Staff Writer, December 7, 2010

In speaking at the Email Insider Summit, Fred Barber, chief operating officer of interactive agency, Directive Corp, a Meredith Corp, says for a number of their car clients, especially, there can be big value.

"If they clicked one, two or three emails -- and know they are going to buy a car -- you can take that to the bank," he says.

Barber says return on investment can be 20 to 30 times the money put into a program. "You are still looking at hundreds of dollars when it comes to the cost per acquisition."

Jeanne Jones, email marketing manager of Alaska Airlines, says the airline company's return on email can range from 60 cents per email to as high as $15 per email.