Email marketing continues to be the greatest driver of revenue for many businesses year after year – and very affordable.
According to an eMarketer study, the average email marketing ROI is 122%, four times higher than any other digital marketing channel.
So it’s a dead cert then? Well no, actually. Because there is always room for improvement and GDPR to consider at all times.
1. Cost effective
Email marketing is low cost with very high ROI potential. There are no print or postage fees and any campaign can be simply managed by one person.
2. Increased awareness
It’s easy to reach customers and prospects and every email you send reminds recipients of your business and brand, making it more likely they will consider you if they have a relevant future need, or suggest you to others.
3. Easy to measure
Email marketing platforms make it easy for you to track and measure key metrics like open, bounce, and click through rates. This enables you to tweak campaigns to get the best possible email marketing ROI.
Tips to improve email marketing ROI
1. Segment your list
Allows you to send more targeted emails, and significantly improve your campaign ROI results. In fact, marketers have noted a 760% increase in revenue from more specific segmented email campaigns.
2. Personalise emails
Personalisation will make your emails more impactful, increasing email click-through rates by an average of 14% and conversions by 10%. Email automation allows you to set up email responses based upon recipient activity e.g. a website purchase. You can send a follow up email with related items that complement that purchase.
3. Focus on deliverability
In order to get your emails past spam filters, you need to create good quality content and avoid using spam trigger words.
4. Consider when best to send
The day and time you send emails can have a big impact on engagement rates. To determine the best days and times, always track your performance, measure and compare results. Try to avoid Mondays!
5. Optimize for mobile
Well over half of emails today are opened on mobile devices and that is steadily increasing. That means that your emails must be optimised to render well on all screens to avoid deletion or unsubscribes from your emails.
6. Subject lines should be engaging
These are essential for getting people to open your emails. Make them concise and personal, use strong verbs, and give readers a clear idea of what they can expect when they open the email. You can also convey a sense of urgency e.g. “Register now to save your spot!”
7. Include calls to action
If you want your email recipients to take a certain action, you need to tell them! It is a great way to boost traffic to designated landing pages, boost engagement and get your target audience to act.
8. Add videos
Adding videos to your emails will boost engagement. A study by Wistia revealed that including video thumbnails in email increases clicks by an average of 22%!
9. Track and test performance
Finally, you need evaluate and optimize your email performance on a regular basis. Email platforms make it easy for you to test elements of your email like subject line, sender, and even email content. You can also perform A/B tests to determine the types of content that resonate most with recipients.
It is very important to measure campaign performance because that is how you can continually improve your Email Marketing ROI results.