Email Marketing ROI

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 getting higher marketing ROI (Return on Investment) quickly.

It is said to be the top marketing channel concerning ROI compared to other marketing mediums. A well-known survey by the Direct Marketing Association says that email marketing yields approximately 4300% ROI for US businesses. Now let’s explore this topic even more and see the five most significant ways to increase your email marketing ROI.

1. Focus on Building Large Email List

Each marketer knows very well that an email list is the most precious asset to their business. However, few keep attention to building one. If you are not concentrating much on making an email list, you must transform your approach instantly. As it’s hard to get the audience on your website, or it’s even more difficult to convert them on their first visit. One of the surveys says that 98% of traffic doesn’t turn on the first visit.

Although it doesn’t mean that you can’t convert them, later on, you can do this by giving importance to your subscribers till they’re on your email catalog. Email marketing is even responsible for 7% of overall e-commerce transactions. Hence it can be a smart business tactic to keep raising your email list because more email addresses result in more conversions. Here the question is, how can you impel more email sign-ups?

Showcase an email sign-up bar at the pinnacle of your site, or you can take benefit of an opt-in and exit-intent popup to capture the email addresses of visitors. But ensure that your sign-up procedure is fast and easy so that massive people can sign-up at first without thinking much. Popups are the easiest and favorite list-building technique if done right.

Now let’s understand how to make popups successful, i.e., don’t show popups to every visitor who comes to your website. You can display popups according to the time spent by a guest on your site to make sure that you don’t irritate your visitors.

And don’t target every visitor with the same popup; keep it different for the new and repeat visitors, i.e., put 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 a new approach as most customers love to watch videos about products or services instead of reading about the same. 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 you should have to remember one thing there is one obstacle. Video playback doesn’t work out 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.

Share videos with contacts in an email message
Share videos with contacts in an email message | Image credit: Vidyard

And 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 your mind, i.e., change the setting to auto-play once the reader is forwarded, and another one is to have a clear CTA (call-to-action) at the lower end to redirect the client to their further 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 a nice example of the WP Rocket email campaign.

WP Rocket Email
Image credit: WP Rocket

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 concentration to the size and placement of your CTA for mobile devices like your primary CTA ought to come into view 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’ inbox. Around 20% of your marketing emails go to the subscriber’s spam folder due to the poor design, use of too many images or links, overuse of promotional keywords, and emails sent from not a verified domain. How email marketers don’t get the expected ROI from the email marketing campaign here is an example.

Spam Emails
Spam Emails | Image credit: Oneskai

If you have 60K subscribers on your email list, it denotes that 12K of them will never get a chance to check your emails if your emails land in the spam box. The poor delivery rate is equal to poor conversions as well as it should 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 be more likely to 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 number of audiences which might impact your business utmost; hence you should be careful before you hit the send or schedule email button. You have to thoroughly analyze the whole email before you set 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 how to improve email marketing ROI, you can even download an online email marketing guide from the cloud.

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