For every dollar spent on it, an Email brought in $40.56 in 2014
According to survey by DMA, email has outnumbered other online marketing channels by a large margin and emerged as the most profitable marketing strategy. With a many emails addresses and lack of strategy is getting it difficult to meet your ROI?
You won’t have to worry anymore. This blog provides three guaranteed ways to increase your ROI
To plan an effective email campaign that pumps up your ROI, you need to put in phenomenal efforts and spend quality time.Planning for your campaign is just not about sending out emphatic emails, many more aspects have to be taken into account to create an email campaign.
- Identify the purpose of your campaign
You’ll end up sending generic and uninterested messages if you’re sending an email without a specific goal. Recipients may just read and put your emails in trash without taking any action. Whether it is for acquiring new customers, retaining existing ones, it is for cross-selling, nurturing, for educating your recipients, for building brand credibility, for awareness, you need to focus on a single objective. Formulate a clear objective and your path to success will be cleared.
- Target audience
You cannot pitch, if you do not know the target audience. To get your niche audience, you need to segment the entire list into categories. Segmentation can be done based on their purchase behavior, sales cycle stages, demography, geography, interests, etc.
Creating an Email Campaign
There are two steps involved in creating an email campaign:
First is writing the message. With a clear objective and niche target audience, it is easy to translate your thoughts into words. However, there are a few tips you need to follow to make it interesting and also avoid being blacklisted or marked as spam.
- Compelling subject line
- Unsubscribe link
Second is email template. Create a template, relevant to your campaign. The thumb rule for email template is to keep it simple. Also integrate the following:
- Clickable calls-to-action
- Maintain image-to-text ratio
- Incorporate social media icons
With the perfect message and design, you can launch the campaign.
Tests need to be performed before you launch your campaign:
- Proof read content manually for spam words
- Run email through spam filters
- Check if email design works properly across different ISPs
- Check email design in the preview pane
- Check visibility of the images
- Check for broken links
- The from line should be easily recognizable
- Always have a text version along with the HTML version
Once your email campaign is through with all these tests, you can propel you campaign for the launch.
You can have a great email with compelling content and an appealing design, but you need to have the TIMING right.
Amy John is a marketing executive with over 12 years of experience in the execution of marketing and lead generation strategies. Currently, she heads the marketing department at Email Data Group, a renowned B2B database provider.