Email marketing is the most potent and effective mode to grow your business and engage a large audience. It is the direct and personal means to communicate with your customers at the right time in the most elegant possible manner. Email marketing is an excellent choice for quickly getting higher email marketing ROI (Return on Investment).
It is the top marketing channel concerning ROI compared to other marketing mediums.
A Litmus report suggests that only 30% of brands can accurately measure the ROI of their email marketing efforts.
Now let’s explore this topic and see the five most significant ways to increase your email marketing ROI.
1. Focus on Building a Large Email List
Each marketer knows very well that an email list is the most precious asset to their business. However, few pay attention to building one. You must transform your approach instantly if you are not concentrating much on making an email list.
A well-known survey by the Direct Marketing Association says that email marketing yields approximately 4300% ROI for US businesses. However, email marketing success depends on several factors, one of which is building an extensive email list.
It’s difficult to get the audience on your website, and it’s even more difficult to convert them on their first visit. One survey says that 98% of traffic doesn’t turn on the first visit.
Although this doesn’t mean that you can’t convert them later, you can do this by giving importance to your subscribers until they’re on your email catalog. Email marketing is even responsible for 7% of overall e-commerce transactions.
Hence, it can be a clever business tactic to keep increasing your email list because more email addresses result in more conversions. Here the question is, how can you compel more email sign-ups?
Showcase an email sign-up bar at the pinnacle of your site, or use an opt-in and exit-intent popup to capture visitors’ email addresses. But ensure that your sign-up procedure is fast and easy so that many people can sign up without thinking much. Popups are the easiest and favorite list-building technique if done right.
You can manage and measure your email marketing success with a good email marketing platform. You can create email lists and, nurture the list and segment them as per your buyer persona through email marketing solutions like Aweber or HubSpot.
Aweber is one of the simplest email marketing software products available. The company has been continuously improving its product, adding new features like a landing page builder and push notifications.
One of my favorite parts about the software is its high deliverability rates for emails. The ‘Drag & Drop builder’ lets you create emails quickly. Apart from this, it is list-based software that is easy to manage and has a simple UI. You can use Aweber email marketing software for free by signing up by following the link below.
Now, let’s understand how to make popups successful. Don’t show popups to every visitor who comes to your website. You can display popups according to the time a guest spends on your site to ensure that you don’t irritate your visitors.
Don’t target every visitor with the same popup; keep it different for new and repeat visitors, i.e., use some creative ideas. In this manner, you can capture the email addresses of visitors interested in your website.
2. Include Videos
Incorporating videos in email marketing is still new, as most customers love watching videos about products or services instead of reading about them. Video has become an essential medium for consumers to get their content.
An interesting stat by Statista shows that as of February 2020, more than 500 hours of video were uploaded to YouTube every minute. As a result, it is estimated that videos in email marketing messages can enhance click-through rates greatly and, thus, boost a company’s ROI by 40%.
But it would help if you remembered one obstacle. Video playback doesn’t work with a few email systems because of compatibility issues.
Video platforms for businesses (like Vidyard) help you embed video in your email marketing campaign and integrate your marketing automation platform and customer relationship management system.
Also, the use of GIFs has become popular in email marketing. You can insert a GIF in your email messages with a push button that appears similar to a video player.
When the reader strikes the play button, they will be redirected to a landing page with an embedded video. While doing this, you have to keep two key points in mind: one, change the setting to auto-play once the reader is forwarded, and another, have a clear CTA (call-to-action) at the lower end to redirect the client to their next step.
3. Send Mobile-friendly Emails
Implement the best email marketing campaigns for your mobile users because if you are not doing so, you are losing a vast sector of your business market. An extensive survey states that 37% of B2C (Business-to-consumer) businesses have a mobile-friendly site but don’t have mobile-friendly promotional emails.
Here is an excellent example of the WP Rocket email campaign.
As 61% of emails are opened on mobile devices, 70% of buying choices are affected by promotional emails. Therefore, it’s vital to design mobile-friendly, actionable promotional emails. Just follow these email marketing ROI tips to make your emails attractive and mobile-friendly:
- Firstly, optimize your subject, text, videos, or images to render correctly on smartphones.
- Secondly, pay attention to the size and placement of your CTA for mobile devices. Your primary CTA ought to be at the top.
4. Maintain Your Emails Away From the Spam Trap
One of the big mistakes email marketers make is not focusing on if the emails are lading in the users’ inboxes. Around 20% of your marketing emails go to the subscriber’s spam folder due to poor design, too many images or links, overuse of promotional keywords, and emails sent from unverified domains. Here is an example of how email marketers don’t get the expected ROI from the email marketing campaign.
If you have 60K subscribers on your email list, 12K of them will never get a chance to check your emails if they land in the spam box. A poor delivery rate equals poor conversions and should also influence your email marketing ROI strategy for a long time. If your emails continue to go to the spam folder, your IP (Internet Protocol) address will likely get blocked.
If you don’t want this to happen anymore, then consider some valuable things to have your email outside of the spam folder:
- Build your email list in place of purchasing them
- Refresh your IP address before sending emails
- Don’t use a subject line with words that trigger spam filters
- Ask receivers to include you in their address book
- Clean your list regularly
5. Proofreading Is a Must Before Sending
Emails have a bulky audience, which might impact your business; hence, you should be careful before hitting the send or schedule email button. You must thoroughly analyze the whole email before setting up your campaign, i.e., from CTA buttons to subject lines. Same as for more extended content, i.e., many eyes should be on the email before it is sent to your audiences.
You can do A/B testing to get direct insight into imagery, language, or style that resounds preeminent with your spectators. After some rounds of detailed testing, you will be capable of writing and sending emails that you already know your audience will like a lot and get better email marketing ROI in the process.
At last, if you need to discover more about improving email marketing ROI, you can download an online email marketing guide from the cloud.
Popular FAQ
How often should I send emails?
As frequently as possible without annoying your customers. Some businesses may send emails once a week, while others may send emails daily while maintaining high levels of engagement. This will require some trial and error – start slowly, work your way up to more frequent emails, and see how your customers react.
What are the 5 Ts of email marketing?
What are the 5 Ts of email marketing?
Tease: Use your subject line to tease the email content within, but make sure you can keep your promise.
Target: The more personalized communication is, the more effective it will be.
Teac: Using email as a teaching tool not only increases customer engagement but also aids in developing your brand’s perception.
Test: Why choose just one subject line when you can try two or three?
Track: Not only can you demonstrate your progress over time (or react quickly to correct a mistake), but you can also plan content based on audience engagement.
What is the return on investment for email marketing?
According to eMarketer, the average email marketing ROI is 122%, four times the amount of any other digital marketing channel.
What is the cost of email marketing?
A mid-sized business can expect to spend $9 – $1,000 per month on email marketing if it manages its campaigns itself (depending on the platform and number of subscribers) or $300 – $500 per month if it works with an agency.
How do I increase my click-through rate?
Your content must be closely aligned with your subscribers’ needs to increase your click-through rate. Subscribers are more likely to click on links and CTAs if your emails are informative, relevant, and persuasive.
