7 Email Marketing Tips to Boost Your ROI
In this article, we’ll go through some email marketing tips to boost your ROI. Now, you might think that nobody reads emails anymore. With the increasing amount of social media platforms, and messenger apps available today, you might also believe that email marketing is a waste of time and money. You would be wrong.
Fortunately, by the nature of you reading this article, you probably understand that email marketing is something which is worth your effort. To further encourage you that it is a good idea to invest in email marketing, here are a few noteworthy statistics:
- In 2017, there were 3.7 billion global email users
- By 2022, there are predicted to be 4.3 billion email users
- In 2017, 269 billion emails were sent and received on a daily basis
- By 2022, this figure is expected to increase to over 333 billion daily emails
- More than 85% of adults send or read email in the US
- 49% of consumers would like to receive promotional emails from their favorite brands on a weekly basis
- The ROI for email marketing is an average return of $32 for every $1 spent
The statistics speak for themselves, especially that last one. Email use is increasing, and it’s an effective and valuable strategy for marketers to employ.
Let’s get into some tips to make your email marketing campaigns more effective.
1. Email Marketing Tips: Clean Up Your Email Lists
Once a year, once per quarter – whatever is appropriate for your situation, you should routinely clean up your email list.
Identify subscribers who consistently have not opened your emails recently. From there, you can segment them out and set up a re-engagement campaign in order to win them back. For those that still are not interested, simply remove them from your list.
Also, make sure to remove any subscribers who hard-bounce (the permanent reason the email address is undeliverable). All of this will improve your open rates and your sender reputation.
2. Email Marketing Tips: Personalize Your Emails
In the increasingly competitive landscape, generic email blasts no longer cut it. People want content that speaks to them directly. Personalization can be as simple as including the subscriber’s name in the email. For a more in-depth look, check out our previous article on email personalization.
3. Email Marketing Tips: Segment
Following through on personalization, segmentation is a key strategy to be implemented in your email campaigns. The more segmented and targeted that your emails are, the more engagement and success you will see.
4. Email Marketing Tips: Optimize for Mobile
More and more people are checking their email on their phones. “In April 2016, mobile opens rose to 56% while desktop opens maintained at 19%. Meanwhile, webmail decreased to 25%.” It’s likely that this trend will only continue as we spend more time on our phones and less on laptops/desktops. Use short subject lines and write easy-to-read copy that is skimmable to boost engagement.
5. Email Marketing Tips: Text-Only
While eye-catching images can have their place in email marketings, text-only emails have their advantages. For one, they often require fewer resources and are easier to create. More importantly, however, they can come across as less sales oriented, and more personal (depending on the copy of course). Where bold imagery can seem like a billboard and put readers on guard, a simple text email can allow you to communicate in a straightforward manner.
6. Email Marketing Tips: Conversational Voice
Expanding on the previous Email Marketing Tips, you’ll want to adopt a conversational voice in writing your emails. Be less formal, and use simple language as you would chatting with a co-worker or friend. Of course, you want to keep it appropriate but incorporate some humor and personality. Nobody wants to feel like their reading a commercial.
7. Email Marketing Tips: Storytelling
From cavemen around the campfire to billion-dollar blockbuster movies, humans have been telling each other stories. There is a reason for this. Stories are engaging. Deliver your marketing messages as stories when you can. This will increase engagement. If you can include personal stories, you will also build trust and connection with your customers over time.
Email marketing can be a vital piece of the overall marketing puzzle, and a great way to boost the ROI of your campaigns. As always, with your target audience in mind, consider how you can incorporate these tips based on your particular business situation. Experiment and test to see what works.