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10 Ways To Increase Email Marketing ROI

Emails are everywhere! Email is the most cost-effective method of marketing and can generate an average ROI of 4400 %. In other words, you can earn up to $44 for every $1 spent if done right.

But are you earning this ROI or anything close to it? What if your email marketing efforts have stymied and are no longer providing you with the ROI you seek? 

Here we bring ten ways to be implemented right now so that you are on track for achieving your target ROI:

1. Set Your Goals 

To begin with, set your goal about what you want to achieve from an email marketing campaign

  • Do you wish to promote your brand, 
  • Market a product for better sales, 
  • Driving customer engagement, etc. 

In the long run, having such commitments make it easier to identify the right strategies to achieve your goals.

Hence, setting email marketing goals will ultimately assist you in growing your subscribers’ list, increase customer engagement, grow your business, and boost ROI generation.

2. Build a Quality List For a Higher Deliverability Rate

A quality list ensures a reasonable deliverability rate which results in higher ROI. An email campaign may have great design, amazing content but still, fail to deliver good results.

Why?

Due to a poor quality email list.

Thus building an efficient email list that is better in terms of quality and not just quantity becomes inevitable.

You may have a list of people who have shown interest in your brand and want to know more. A list of such 1000 email addresses will indeed outperform the one with 10,000 random emails. 

So focus on building an email list from scratch and avoid purchasing any email lists. You can also use email finder tools that give pre-verified email addresses to build your list rather than just purchasing random email contacts.

3. Incorporate Customer Centricity Into Campaigns Using Segmentation

Sending the same email to targets on your email list is an ineffective method for email marketing.

A personalized and real consumer experience gives you an edge over others.  

For this reason, the use of effective segmentation of the targets is necessary.

It would be best to implement your marketing strategies based on the preferences of the customers.

Segmentation ensures that the target email reaches the right person at the right time. The ROI of segmentation cannot be denied, especially when email marketers report a 7,000% boost in revenue by effective segmentation.

In order to generate more revenue prove your worth to the customers and your open rates will shoot up without any additional efforts.

You can segment your audience into specific groups based on various factors like:

  • Demographics, 
  • Firmographics, 
  • Pain points, 
  • Personas, 
  • Behaviors,
  • Purchase history and
  • Preferences

 

4. Craft Relevant, Personalized, and Authentic Content

No customer wants to be treated as another sheep in the herd. Individuality is what they seek and deserve. Therefore, focus on giving a personalized experience through emails or any other marketing channel.

Personalization not only improves the open rates, click-through rates but provides customer satisfaction too 

It is not limited to including a name in the greeting. The content must be personalized to the recipient based on their history, needs, demographics, and stage of the purchasing process. Some effective ways to personalize emails:

  • Personalize by using the name

Include the prospect’s name in subject lines and salutations to connect better with your audience.

  • Personalization coupled with the buyer’s persona

Group your prospects with similar professions, interests, priorities & pain points, and create tailor-made emails with content that will appeal to each group.

  • Personalize around the buyer’s interest

Craft emails around buyer’s interest. For, e.g., “Crafted for sales reps who love prospect’s interest.

  • Personalize with the use of visuals

Include relevant graphic representation, such as an image or a short video to grab the attention of your readers.

  • Personalize by mentioning the pain points

Provide a remedy for specific pain points of a group of users. Address their concerns and demonstrate how a product will solve their issues.

  • Personalize by including mutual connections

Mention a mutual link to establish an immediate connection in order to gain the trust 

The email should appear to be from an honest individual instead of a business entity. Individuals relate better to people sending personalized emails even if using an automated process.

5. Work on Subject Lines and Preheader Text:

Subject lines and preheader text are crucial elements of an email since the recipients see them first.

35% of email recipients base their decision to open on the subject line and preheader text” – CoSchedule. 

Moreover, a considerable percentage of people may never read a perfect email just because of a poorly written subject line or preheader text. You need to craft exciting subject lines and preheader texts that lead your prospects to open the email and eventually convert. 

64% of people open emails based on the relevance of the subject line. So messing up the subject line can result in losing a prospect. Try piquing their interest, creating a feeling of urgency with your email, or making your subject line more personal and relevant to the prospect receiving it.

As a matter of fact, preheader text is as essential as the subject lines therefore It should be relevant and to the point. Also, it should be aimed to drive the prospect towards the primary CTA. 

The preheader is like a theory that summarizes your message to grow the interest of the prospect.

6. Effective Use of Email Automation and Triggered Email Campaigns:

As a matter of fact email automation is a must to add expertise to your campaigns and get better results.

Emails that are generated automatically as a response to the user’s action are known as triggered emails. Some facts about triggered emails 

  • They are an excellent approach to increase email performance and conversion rates.In addition they increase subscriber engagement.
  • Triggered email campaigns are ideal for reaching out and keeping in touch with individual customers. Moreover, the sales cycle becomes quicker and more effective.
    • Triggered emails depend on a customer’s action, due to which they can outperform other email marketing messages.
    • Some examples of triggered emails – Abandoned shopping cart emails, thank-you emails, welcome emails, post-purchase emails, and birthday wish emails. Such emails coupled with the right timing will strengthen the ROI.

    Moreover, a combination with segmentation and personalization can drive even better results.

    A case study on Smart Furniture showed the following results  on combining segmentation with triggered emails:

    • Welcome series showed a 311% increase in open rates. In addition, a 327% increase in click-through rates.
    • The post-purchase series showed a 284% increase in open rates and 295% click-through rates. Moreover, a 150% increase in sales
    • The Cart-abandonment series showed a 41% open rate and a 56% click-through rate for those who opened the email.

      7. Write Compelling Content:

    Content is the king of marketing. In order to get better results, focus on the quality of content. Like your content must be relevant, interesting, and geared to entice the reader to interact and act.

    Here are some of the best ways to plan your content assist increase ROI:

    • Know your audience, and the target market. Regardless of how your personality is, you don’t use the same tone while talking with parents, kids, friends, colleagues. Similarly, you cannot talk to all your customers in the same way. Some might be new, some might be there for a longer time and know your brand better. Plan your content according to your audience and relate better.
    • Don’t play with your audience’s time. Like use simple, clear, and actionable language. Also, try mixing in some trigger words to pique their interest.
    • Ensure that your subject line and body copy are in sync. Your email’s subject line gives a hint to the readers about what to expect in your email. If your email contradicts the subject line, your audience might feel betrayed. In addition they may not open your future emails.
    • Establish relevance in your emails. You might feel tempted to talk straight away about your products. Try to avoid this urge in the first place. Instead, work on establishing relevance right away. For example, talk about the reader’s interest, pain points, or anything relevant, and then gradually move to talk about your products.
    • The emphasis should be on how your offering’s benefits can help address problems, rather than on promoting features and services.
    • Don’t try to sell before a prospect is ready. First provide your reader with something of value and work on making them sales-ready. 

      8. Design your email effectively:

    Together with a great copy, the design of an email is equally important. Good design and eye-catching visuals improve the degree of engagement of your emails

    Adding relevant links and CTAs play a huge role in increasing the ROI of your email marketing campaigns. Keep these few things in mind while designing your emails for better results:

    • CTAs should be specific, benefit-focused, and visually appealing. Designing a button as an image can backfire because some people block images by default. The CTA should be placed in a way that it is easily noticeable. Also, the text on it or related to it should be clear enough to understand the purpose easily.
    • UTM tracking codes should be added to the links to aid analysis. In addition to it, the link should constantly be validated to ensure it successfully opens the intended site on desktop and mobile.
    • In the same fashion, always include copyrights, links to your social sites in the footer. 
    • Also provide your reader an option to unsubscribe to your emails if they no longer wish to receive your emails. This will avoid getting blocked or marked as spam ultimately protecting your reputation.
    • Before sending out your emails make sure to proofread your emails and thoroughly review them for accuracy and tone.

      9. Optimize And Test Your Emails:

    An email can look different on different devices. Since most of your prospects and customers are likely to read your emails on mobile devices, ensure that your emails are optimized for mobiles for the same.

    What may work for one, might not work for the other. With this in mind, knowing for sure what works and what doesn’t is critical. With this intention, test your email’s subject lines, calls to action, headlines, offers, design, email sign-offs, and so on.

    If you want to know which of your emails will bring in more clicks and conversions, try A/B testing or Split Testing campaigns. In this case, you send out different versions of your email to different segments of your subscribers. This will help you test multiple versions of your email and find out the best.

    10.Track and analyze the results and improve ROI over time:

    It is important to track and analyze the performance of your email marketing campaigns to learn their effectiveness. By comparing the data you can improve the email marketing strategies to achieve the marketing goals. Some of the Key Performance Indicators(KPI) that you should track from your email marketing campaigns:

    • Open Rates: Open rates refer to how many people opened your email. In other words, if you have a list of 100 people and 10 of them opened your latest email, your open rate is 10%.

    The open rate assists you in understanding:

    -The strength of your subject lines

    -Whether or not you are attracting the ideal audience to your list

    • Click-Through Rates: Click-through rate refers to the number of people who clicked the CTA button in your email.

    The click-through rates assist you in understanding:

    -The quality of your email copy

    -Whether or not you are attracting the ideal audience to your list

    • Conversion Rate: The customer conversion rate refers to the number of people who took custom conversions and specific action as desired. The actions can be multiple depending on the campaign’s goal. For example it could be to purchase, subscribe to your newsletter or social media channels, give feedback, take a survey, etc.
    • Bounce Rates: Bounce rate refers to the percentage of emails that weren’t delivered to the recipient’s inbox. It might happen due to the recipient’s full inbox, busy server, invalid email address, sending an email to an address that does not exist anymore, etc.

    Thus, by measuring the return you get on your investment, you will be able to measure the success of your email marketing campaigns.

    Bonus Tip:

    No matter how well you plan and customize your emails, it will not be fruitful if it does not reach the targeted address. 

    In addition, it is extremely important to ensure that your emails do not bounce or go straight to spam. You can use an email validation tool that will help you find if the designated addresses are valid or not. This will reduce your email bounce rates, improve your deliverability rate, sender reputation, and generate higher ROI. 

    The next time you plan an email campaign, incorporate these 10 strategies. These strategies might seem simple, but you will surely witness an increase in your email marketing ROI when implemented

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