5 Methods to Make Use of Email for Marketing Campaigns That Boost ROI

The challenge of measuring marketing ROI (return on investment) might make management resistant to innovation. For example, the explosion of data hinders the implementation of AI due to time-consuming processes that undermine its effectiveness. Besides, the already difficult multi-channel approach to social media, email marketing, and influencer marketing further increases the complexity of measuring ROI.

Therefore, organization is essential for a business seeking high-ROI revenue. However, strategy is what allows companies to personalize their approach, get the timing right, and deliver relevance through automation. This model can be applied to one of the most important parts of the ROI pursuit: an email marketing campaign, an efficient, personal, measurable, and direct method for building relationships and generating revenue.

Thus, let’s identify the ideal strategies for an email campaign that delivers the highest ROI.

Enhance personalization to boost engagement

Personalized email content is necessary in the modern world, where it takes seconds to lose a lead’s attention. In fact, users leave a webpage if they are uninterested within about 3 to 5 seconds, so this timeframe is crucial for catching their attention.

In this case, personalization is the solution because it uses customer and market data to offer users relevant recommendations and offers based on their past purchases. You can start with a custom email domain to increase brand appeal and customer trust, and use different domains for entities or regional offices.

Furthermore, email personalization also includes:

• Using the subscriber’s name in the subject line or greeting;
• Offering personalized coupons for the subscriber’s birthdays;
• Reminding customers about their abandoned carts;
• Promoting content based on users’ behavior;

Automate processes to reduce errors

Human errors are understandable, but some may be avoided by leveraging automation in email campaigns. Whether it’s the case for unclear CTA or writing misleading subject lines, these mistakes might set your strategy behind, but automation is often the solution.

Automation can be introduced for new signups, abandoned cart reminders, and emails to inactive users. However, it is helpful throughout the entire purchasing process and after it. For example, an automated post-purchase follow-up email can include a request for a review, tips for caring for the product, and recommendations for related products.

It’s important to look out for accurate features of the automation technique for your email campaigns. These software solutions should allow you to set time-based campaigns or behavioral triggers, while still enhancing scalability and offering the opportunity to choose between an omnichannel and multichannel automation approach.

Make everything mobile-friendly

According to Statista, over 96% of the global population has used a mobile device to reach the internet, making mobile traffic more than half of the total online traffic. This shows the importance of connecting with people from their mobiles, as reaching them through other channels would not be as efficient.

Therefore, mobile friendliness is a must for an email campaign, so optimizing all content for small screens and ensuring the design is responsive will improve user engagement. Mobile-friendly emails have clean fonts and messaging, easy-to-tap buttons, and a clear layout. Achieving this includes:

• Having a responsive email template that automatically adapts based on anyone’s screen size;
• Keeping subject lines short with characters between 33 and 43;
• Using different formatting options, such as headers and bullets, to make content readable;
• Marking links and buttons with an appropriate size, so people can easily access them;

Practice email hygiene to optimize strategies

Email list hygiene is perhaps one of the most essential strategies for maintaining a clutter-free space and allowing more room for creativity. That’s because, among the list of customers and leads, some contacts are outdated or invalid, while others who haven’t engaged in a while might receive the same content as those who are active.

Having these contacts on your list can affect content deliverability, which is why segmenting them into different categories can help boost engagement and find solutions for every customer type. For example, those who will be on a separate list due to lower engagement can be targeted with a reengagement campaign or approached less frequently.

The ideal strategies for a clean email list include the following:

• Using a double opt-in to ensure consent and limit the number of spam traps and bots;
• Offering simple ways to unsubscribe or opt down on content;
• Running re-engagement campaigns for subscribers who have been inactive for about 90 days;
• Automating email validation to identify invalid emails;

Track performance consistently to seize growth opportunities

Regardless of the numerous strategies you put in place, none is as necessary as tracking their performance. This helps identify what works and what doesn’t by focusing on metrics such as open rates, click-through rates, and conversion rates. Data on these factors will offer insight into how effective your subject lines, CTAs, and audience segmentation are, so the team can refine them.

For example, data on the open rate tells you whether you understand what your audience wants. The subject line should be both authentic and intriguing while assessing psychological triggers, and it should align with the value proposition. On the other hand, the click-through rate represents the user’s choice to prioritize your email over the numerous others they’re bombarded with daily. The email content is engaging enough for the user to interact with rather than treat it passively.

Finally, the conversion rates show the brand’s ability to transform interest into action. When users download the resources you’ve provided freely or have registered for that webinar you’re organizing online. Of course, conversion rates are also about transactions, which supports a smooth journey for prospects throughout their decision process.

Final considerations

Boosting ROI is every marketer’s dream, but achieving it requires a thorough strategy tailored to each company’s products and services. Therefore, the venture to achieve it is more important than the final product, as it sets the tone for what the brand needs. By leveraging high personalization, mobile-friendly content, and email hygiene, the marketing campaign can evolve its email approaches. Lastly, tracking performance to identify growth opportunities and avoid future errors is ideal.