How to Use Your Email to Boost Your ROI



Email campaigns are the most widely used marketing strategy, due to two factors: they have the potential of reaching large numbers of people and they are cost-efficient.

Stats show that over 90% of adults worldwide use email services – a potentially limitless target group. As for the second factor, email marketing campaigns can generate up to 4400% in ROI, according to multiple studies.

Given their scope and potential efficiency, email campaigns are the first marketing choice of every business, making the possibility to stand out from the competition a challenging task indeed, but not entirely impossible.

For one thing, email marketing is a continual effort and for another – not every business uses the full potential of this way of advertising for one reason or another.

There are numerous ways to increase the efficiency of a marketing campaign, but in order to do that, you must be thorough.

To set up a marketing campaign properly, you’ll need to:

  1.     Determine your target groups or groups
  2.     Use insights to create segmented and targeted campaigns
  3.     Follow up with customers
  4.     Optimize your campaigns and website for mobile devices
  5.     Increase deliverability of your messages
  6.     Keep analyzing trends and insights continually

As you can see, email marketing is not to be taken lightly, even more so if we keep in mind the inter-connectivity of all things nowadays. Because of that, email campaigns should not be independent of other means of communication, notably social media. Similarly, special offers promoted in messages should be shared on your business’ social media pages, so that they can be shared to increase the visibility of the brand.

Mobile Devices Meet Email Marketing

One giant step that mustn’t be overlooked when brainstorming email marketing campaigns is that the majority of emails you send will be accessed on mobile devices. All stats show that the use of mobile devices is on the rise and that most subscriptions take place on the go, as follows:

–        70% of mobile email readers re-read the messages

–        23% of people who access emails on mobile devices revisit them at least one more time

–        65% of the re-read emails result in a click

–        One-third of overall clicks are performed on mobile devices

–        Subscriptions are predominantly performed on mobile devices

That means that both the emails and the website must be mobile optimized, which comprises a number of factors, including:

  1.     Usage of appropriate fonts (size and readability)
  2.     Optimized images (smaller and high quality)
  3.     Ease of access (links and calls to action)
  4.     Appropriate word count (up to 30 characters in subject lines)
  5.     Appropriate display of emojis (not all emojis are displayed properly across different mobile devices)

Learning from the Competition

In order to perform better than the competition, you need to identify the competition first. Follow the success examples from the brands operating within the same industry and compare your campaign ideas with them.

Make use of the apps like SpyFu to determine the brands using the same keywords as you do. You may also use Google Maps if you’re running a regional business.

Once you know who your competitors are, visit their websites to check what kind of content they publish and what kind of offer they promote. Mind the keywords, the backlinks, the ads (if any) and policies on privacy, orders, shipping, etc.

The next logical step is to compare your offer and the prices with theirs. You’ll want to always stay relevant by monitoring the change in prices and making adjustments accordingly.

Follow the competition on social media and their interaction with the customers. Apply best practices to your own business model.

Finally, subscribe to competitors’ newsletters so that you can always stay on top of things. Mind the following:

  1.     When are the emails arriving (note the frequency, days and time of the day)?
  2.     What kind of content do competitors’ emails include?
  3.     What kind of special deals do they advertise?
  4.     What type of call of action do competitors’ emails use?
  5.     How effective are their subject lines?

Regarding the latter, know that subject lines are the single most important factor determining the fate of your email. Their quality decided whether the recipient will bother to open the email, delete it or flag it as spam.

The art of stellar subject line composing is a voluminous topic in its own right, but for now, just remember that you need to attract customers’ attention with your subject line and that the message must follow up and deliver on the promise.  

Is there anything else to know? Loads! But for starters, learn from the successful examples of the brands operating in your industry, analyze your target group, use demographics and insights to come up with the optimum email marketing strategy and keep track of the feedback. The rest will follow naturally over a course of time – your audience’s behavior will tell you what course of action to take in the future.

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