3 Steps to Maximizing Email ROI
While social media and search engine marketing might be getting all the attention these days, email continues to be the ultimate ROI powerhouse for marketers, generating an average of more than $40 for every marketing dollar spent.
Yet despite this, many marketers still question the relevance of the email channel because they don't know how to measure it. With consumer attention spread ever more thinly, email marketing has become increasingly challenging, and you may need to up your game in order to make it truly effective. Implementing the correct measurement on your email channel is by far the most important thing Internet marketers never do.
So how do you go about measuring and maximizing returns on your email marketing?
1. Establish Clear Goals
Before embarking on an email marketing campaign, it's vital from the outset that you figure out exactly what it is you're hoping to achieve. Are you aiming to drive sales or rather to promote engagement with your brand? Your marketing objective will ultimately influence not only the design and content of your email campaign, but also the way in which ROI is measured.
For instance, emails designed to encourage brand engagement are most effective when offering added value to customers, usually in the form of exclusive and relevant content. Offer content that is interesting to the reader, and related to the brand. Appealing content will be shared and republished by users. This creates brand advocacy that paid advertising can never achieve. The job of engagement emails is to catalyse this.
But, applying the same logic to emails designed to drive sales could be less effective. Research suggests that up to 90 percent of purchases are made unconsciously and within seconds, so it's important that you keep your sales emails short and to the point, and remove any unnecessary information that could act as a conversion barrier.