Email marketing has maintained its throne as the most effective method for communication between businesses and customers. However, that does not mean there is any room for error when it comes to implementing the tool in your digital marketing campaign. Simply stuffing client’s inboxes with emails is no longer enough. Modern-day businesses must implement strategies that ensure the right messages are sent to the right audiences at the right time to truly maximise their email marketing ROI.
That involves everything, from building a solid email list and personalising messages to email automation and tracking performance metrics. Join us as we delve deeper into these best practices and strategies to bolster your email advertising and digital marketing campaign in general.
Top 5 Email Marketing Best Practices to Drive ROI
Build a Strong Email List
Building a strong email list is crucial to the success of your email marketing strategy. But what does the term ‘strong email list’ actually mean? The key characteristics of a strong email list include relevance, engagement and segmentation. Of course, having a large email list is ideal; however, it is important to prioritise quality over quantity.
One of the ways to improve the quality of your email list is through email verification. Use the email validation tool of emailvalidation.io to ensure all emails in your list are valid and active. Doing so improves deliverability and reduces the bounce rates. In addition, segment your email list based on demographics, engagement levels and purchase history. That allows you to regularly update the list by removing inactive subscribers and focusing more efforts on audiences that are more likely to deliver results.
Craft Personalised Email Content
Personalisation is an essential strategy when engaging your customers through email messages. However, it is important to note that it goes far beyond addressing them by name. Your emails should bear messages that feel crafted specifically for the recipient. Personalised messages resonate better with customers, making them feel recognised and valued.
To effectively personalise email content, use data from previous purchases, recipients’ location and browsing behaviours. For instance, if a client regularly buys shoes from your online store, send them an email highlighting new additions you recently added to your collection. In other words, focus on crafting content that speaks directly to their needs and interests.
Use Email Automation
The timing of email delivery is just as important as the message it carries. Businesses must ensure they deliver and reply to emails at optimal times. Unfortunately, that is not always possible, especially if you have a small marketing team or most of your clients live in a different time zone. That is where email automation comes in.
An email automation tool ensures you deliver messages to your client at the right time. For instance, if your client sends a message in the middle of the night, the automation tool can deliver a reply without human intervention. It also automates repetitive tasks, such as welcoming new clients and reaching out to inactive clients as part of your re-engagement campaign.
Mobile Optimisation
Another critical step toward maximising your email marketing ROI is mobile optimisation. According to research by Tech Report, about 50% of consumers today open their emails through smartphones and tablets. These mobile devices offer more convenience and are easily accessible compared to a PC or any other device. As a result, emails designed for mobile devices’ screens are more likely to deliver your message compared to those designed for larger screens.
Optimising emails for mobile devices involves:
- Crafting short and concise content
- Writing in larger fonts that do not require zooming
- Touch-friendly and responsive design/layout
- Optimised load times
All these steps will make your emails readable and accessible through mobile devices, enhancing user experience and, ultimately, maximising ROI.
Monitor Performance Metrics
Besides implementing all these strategies, it is essential to monitor key performance metrics to understand the effectiveness of your email marketing campaign. Some of the metrics you should monitor include open rate, click-through rate, bounce rates, conversion rates and unsubscribe rate.
Monitoring these metrics gives your team insights into the effectiveness of the strategies you have implemented. With the information, you can make data-driven changes to your strategy to improve performance and maximise your ROI.
In a Nutshell
Maximising email marketing ROI is not only beneficial for increasing sales but also for long-term business growth. It promotes financial efficiency by ensuring every coin allocated to the marketing budget brings in additional revenue to the business. Follow the few strategies above to improve your email marketing campaign and increase the ROI. If you have any other strategies that have worked for you, feel free to share them and help us all grow together towards more success in email marketing.
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