Customer Acquisition Cost Across Channels
I bought The Search today (not online - in my local bookstore!) the new must-have book by search guru John Batelle.
A fact which stood out is the cost of acquiring new customers across different advertising channels:
Search $8.5
Yellow Pages $20
Email $60
Direct Mail $70
The numbers come from a Piper Jaffray study. It shows that AdWords are almost 3 times as effective as Yellow Page ads, and almost 10 times as effective as direct mail. They also require many fewer trees.