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B2B case: How to calculate the value of an email?

by xter
2 replies
Hi all,

I just registered to WF, however I've been reading on this forum before.

I'm currently working on my final thesis to get my bachelor degree. For this thesis I'm writing an online marketing plan for a company producing waste water systems (b2b). The company doesn't have any online marketing activities, besides a website (not SEO),

Projects they do run up from a couple of 100 thousands to over a million.

Here comes the problem, I have no idea how to calculate how much extra profit the company can make using online marketing such as SEO and advertising.

It's no e-commerce, people can't just order a product online. The have prospects to send emails and based on that some of them of course turn into clients.

First of all, I'm wondering whether it's wise to calculate how many extra emails the company will receive when start using SEO and advertising (no idea how), or besides email also calculate how much value ($) an email has? I'm currently more guestimating than having valid information.

There are no website statistics nor information on how many inquiries are received by email.

Apologies if I forgot any additional required information but feel free to ask.

I would be very pleased if there are some persons having experience with this issue.

Best,
Dexter
#b2b #calculate #case #email
  • Profile picture of the author briankno
    Use the Google KW tool to find how many exact searches there are for your industry. And just use standard conversion rates and be conservative.

    Example
    1000 searches per month
    Position 1 - 30% CTR
    Position 2 - 12% CTR
    Position 3 - 9% CTR
    Let's be conservative and say 15% CTR b/c you can move around
    2% Conversion Rate (Email Sent)
    5% Convert to Jobs

    So...Per Month

    1000 searches
    150 visitors (15%CTR)
    3 emails sent (2% Conv. Rate)
    0.3 convert to jobs

    We can say every 9-10 emails result in a job.

    If Revenue Generated from the job is 200,000

    then Revenue per Email would be around $22,222

    This may not be a good representation of the actual numbers but hopefully it will help you just plug in something that better represents the business nubmers and understand how calculate some basic marketing statistics.
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  • Profile picture of the author xter
    Thanks for your reply briankno.

    I've already done what you're mentioning here.

    Am I silly here or how can you say 9-10 emails result in a job?
    Another question, where do you get the 2% emails sent conversion rate from + the 10% which convert to jobs?

    Tomorrow I hopefully have a meeting with my supervisor, where I will ask what he expects.

    Thanks
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