Digital marketers who want to boost their return on investment should incorporate email into their strategies. According to various studies, email marketing remains one of the most effective tools out there. Yes, even in the age of millennials. In fact, last 2016 a survey revealed that the average ROI of email campaigns was 122%, which is a return four times higher than other popular strategies.
Of course, maximizing the ROI of email marketing requires a careful strategy, since not all campaigns are equally effective. Therefore, these can be some useful tips to achieve it, according to AdWeek.com Taktical content specialist, Rae Steinbach.
1- Pay attention to the metrics
Once the campaign to launch has been chosen, it is necessary to decide how its effectiveness will be measured. Metrics can show to what extent the efforts taken are effective and if they are better than others: the click rate, the bounce rate or the opening rate. The latter is extremely useful, since it allows you to see the number of people who open the messages. Having a low ratio indicates many things. It can mean that too many emails are being sent or that the topics are not being interesting for the audience.
It can also mean that the list is full of dead or inaccurate addresses, so the mail does not have the option to be opened. Combating this with a validation API could be an easy way to ensure that information reaches potential stakeholders.
2- Decide what type of content will be included
Starting an email marketing campaign is not easy, as it can be quite complicated to choose the type of content that will be attractive to the audience. Surveys can be quite a useful tool in this case. But social networks can also be key to connecting with the audience. Knowing the target can be relevant to offer some initial ideas, as well.
3- Automate a welcome email
If you want to make a positive first impression on new consumers, it may be relevant to automate a welcome message. An initial contact should be simple and not overwhelming. It will also confirm the arrival of a new customer on the list and give them an idea of what to expect in the future, perhaps encouraging them to take action, buying a product, taking advantage of a promotion or sharing content on social networks.
4- Maintain engagement
Welcoming a new consumer can help cultivate brand engagement. But, from that moment on, you need to continue to maintain interest so that the rest of the emails do not remain unopened. An easy way to achieve this is to make the messages unique. Personalized subjects get a 50% higher open rate.
Segmenting the mailing list can also be another way to provide relevant messages that respond to the interests and needs of consumers. Incorporating content insights gleaned from surveys can maximize targeting and personalization.
5- Monitor engagement
There is too much content online that is distracting. Inevitably, the average customer engagement with the brand will decline over time. In some cases, disconnection involves abandoning a shopping cart before finalizing it. In other cases, it means opening emails but not responding to a CTA. Consumers can often stop opening emails.
Monitoring engagement levels and identifying where in the customer journey the relationship blurs can help reconnect with those consumers. For example, if a subscriber hasn’t opened an email for months, you can win him over by asking for feedback. Also send instant messages to those consumers who have not completed their purchase.
By following these tips, you can create an effective email marketing strategy. But keep in mind that the consumer’s disconnection often does not indicate that a mistake is being made, it simply signals the need to capture attention again.