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How To Improve ROI For Email Marketing?

December 25, 2018
6:00 AM

When you consider all the modes of online marketing, which among the many pops into your mind as the best go-to medium to achieve the best return on investment?

If email marketing was not one of the few options that you thought of, here’s a statistic for you! Consecutively for ten years in a row now email has been the channel generating the highest ROI for marketers. For every one dollar spent, email marketing generates $38 in return on investment.

Here are a few ways in which you can improve on your current email marketing strategy for better returns.

Content is king

Emails are considered personal compared to other modes of marketing, and it would be best if this is reflected in its content.

Emails that contain repetitive text or sent to a huge number of people, more often than not, end up in spam boxes or ignored as they would be considered generic. From catchy subject lines to smooth and crisp flowing text that engages the audience- the content of the email is an important aspect that drives not only open rates and conversions but also nurtures the relationship between customer and company.

To know more, read – Best practices for lead nurturing programs through emails

74% of marketers said that it was crucial to make every customer feel special and be engaged in the content that was being provided.

Hence, the extent to which the email relates to its receiver on a personal level, could be in the offers that it provides, appreciations, and rewards, drastically improves the way users view your message.

Keep it trending

Good subject lines can be a smart way to get prospects or customers to view your email. However, once opened, it’s also vital that the viewer is bombarded with as much information in as little time as possible. Emails filled with plain text may be cumbersome to go through or even less appealing. Images, graphics, GIFs, and other forms of trending, interactive and effective content relevant to the subject can engage viewers and can also persuade them to make the purchase.

Keeping up with the latest trends also means updating to the newest available technology. As of today, 56% of companies presently use email marketing providers and are 75% or more likely to purchase marketing automation software over the next year. There are tons of software available depending on client requirements that can manage and monitor your email lists, schedule emails (based on buyer behavior), and engage them on a regular basis.

Data analytics

In the past decade there has been a sharp increase in the amount of data generated. It’s being said that nowadays, there is software that can decipher the data and convert them into comprehensible information. Software like LeanData, DemandJump and OWOX BI help you consolidate, process, analyze and extract insights from data. It helps in more than one way, from monitoring visitor traffic to determining their behavioral patterns. Such data are beneficial in customizing email lists, the frequency of emails, follow-ups, etc. For example, you can use adweek.com’s general ‘send’ time tips to work out a schedule to not overload the receiver with unnecessary messages. A/B test the emails wherein you try out alternative ways of sending the same email to know which format gets the higher open rates and conversions. A survey observed that CTR increased by 26.96% by A/B testing product injection in the subject line.

Segment your lists

Most of the ROI comes from segmented, targeted, and triggered campaigns. So, I don’t think I need to stress the importance of segmentation; moreover, this combined with content that is personalized to buyers’ needs can really boost returns. Today, we have the assistance of AI to do the segregating work for us, reducing time put into data management. Software like Campaign Monitor, AWeber, Benchmark Email not only organize but also engage customers, leading to greater turnover rates.

Follow-up to keep-up

Also, the fact that only 29% of brands nurture their existing customers beyond the initial purchase should give you good motivation to follow through with emails. The users need to be guided through each stage of the marketing funnel- from viewing products to making the purchase by deploying well-crafted, need-based emails, sent at the right stages. For this, it is crucial that you analyze and track the activity of users, which is now more convenient with the help of the software mentioned above.

End notes

A few other things to keep in mind is creating a call to action (CTA) that is simple, amply visible, and strategically placed. As Campaign Monitor has noted, ‘Including a CTA button instead of a text link can increase conversion rates by as much as 28%.’ Details such as who the email is sent from is a smart way to ensure that it doesn’t end up in the spam list. Emails sent via generic IDs, company promo account, are more likely to be viewed as bot-generated message and may end up in the trash or be ignored by the viewer. An email from either a user id or from a source that looks/sounds interesting has a higher chance of grabbing user attention.

In conclusion!

Email marketing is an unbelievably powerful force that can monitor and substantiate every step of the marketing funnel which eventually leads to purchase. According to Custora, Email accounted for 19.8% of all transactions – trailing only paid search (19.9%) and organic traffic (21.8%) and is surely going to increase in the coming years. In this technological era, an integration of both, Artificial and Natural Intelligence is a must if you want to catapult your business to the top. Let’s strategize emails now!

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Kevin Morris

Blogger & Content Writer. Kevin Morris is a man of his thoughts. His interests mainly reside in digital marketing, data analysis, and related areas. His association with DataCaptive has added a fresh perspective to the content. His favorite pastimes include reading, music, traveling, and penning down his creative ideas.

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