10 Ways to Improve Email Marketing ROI
Email marketing can certainly boost your sales effectiveness. However, email campaigns can drag down your marketing ROI if the execution is flawed. Here are ten ways to improve email marketing ROI.
Though B2B email list buying is not always the best way to go, if you do purchase lists make sure the lists are “clean”. Studies have shown that on average over 20% of list records are not delivered. And ISP mail servers can prevent your domain from future messaging if your emails are repeatedly sent to invalid addresses. Random address checks can help determine if your lists are worth the money paid.
With the digital footprints that can be seen today, there is plenty of data that can be used to target email recipients. For example, if a company recently leased new space and your business sells office furniture, a friendly email campaign saying “congratulations!” and offering discounted items can prompt a conversion.
Video marketing has skyrocketed for a reason. A 2012 study by Experian Marketing Services revealed that embedded video increased conversion rates by 21% for companies surveyed. In addition, CTR rates improved 7% to 13% by simply including “video” in the subject line for video messages.
From video analytics to CTR, the data available through reporting programs is staggering. You can examine response rates, engagement duration, and message timing. Marketing automation programs, such as our Lead Management Automation™ platform, provide analytics that can be used to improve messaging, targeting, and timing.
Email messages should be designed to be easily viewed via mobile devices if you hope to compete. Email is often the preferred choice of marketers over SMS and IM (though each has their place in a robust marketing strategy) because it is less costly and easier to analyze. Plus, email can be sent to multiple recipients at a lower cost than text messages.
Combine Email and SMM
Email marketing provides a great partner channel with social media marketing. Through email integration with social media ROI from both channels can be improved. Email subscribers can easily share content, offers, and other information. Using Facebook or Twitter to provide email opt-in opportunities can be effective as well.
Make Landing Pages Convert
If your email recipients are routed to ineffective landing pages, your ROI drops. Even with solid CTR numbers, if your landing page cannot convert, the email was wasted. Align landing page copy with the email message but also provide more “meat”. A landing page visit should not simply rehash the email; provide an additional offer or include additional reasons to buy. Above all, make sure the landing page offers something substantial in exchange for the click-through.
Frequent buyers should receive emails that encourage brand loyalty and repeat purchases. Email can also provide a feedback mechanism that allows customers to easily respond to customer satisfaction surveys. Take the time to analyze activities that have resulted from previous campaigns and implement messages that trigger similar behavior in subsequent campaigns.
Get Them Back to the Cart
Email can be used to target customers who abandoned ecommerce shopping carts during a site visit. An email message with a time-sensitive discount can be an effective way of resuscitating a pending purchase.
Avoid Being a Spammer
According to the February 2013 Symantec Intelligence Report, spam, phishing, and malware events have all decreased; however, spam still accounts for just over 64% of all email sent. Do everything possible to send “clean” emails so your company is not targeted as a spammer.