Email continues to be a vital marketing channel for businesses, with 47 percent of marketers reporting that email generates the most ROI for their organization, according to Emma's recent 2017 Industry Report. In addition, the report showed that 58 percent of marketers plan to increase spending on email marketing during the next year. Unfortunately, many marketers lack the time and resources they need to do their best email marketing, so it makes sense that some best practices might fall through the cracks unintentionally.
Since email is such a critical channel and more marketers are competing with fewer resources, it’s more important than ever that marketers evaluate what might be missing from their email marketing strategy in order to get the highest possible ROI from their efforts. We believe the following three areas are “must-haves” for marketers to optimize their email strategy this year and beyond.
Relevance Is Key
Despite email’s effectiveness, too many marketers are still sending their audience irrelevant, “batch-and-blast" emails, and marketers don’t feel like they have to change.
Since inboxes are already incredibly crowded, delivering relevant, personalized email is a must to hit goals and elevate marketing to the next level. Plus, with the sheer amount of powerful tools at marketers’ fingertips (like segmentation, automation, and data integrations), there’s really no excuse not to get to know subscribers and send the kind of personalized, data-driven email that truly gets results.
Allow for Healthy List Growth
Emails lists churn 25-30 percent each year on average, which means continual list growth is vital. Plus, email marketing can only be successful when you're sending to an engaged, permission-based list of subscribers. That means that buying a list or slapping a signup form on a random page on your website is not a sustainable option. Instead, marketers must be strategic when it comes to attracting new subscribers.