When more and more new digital marketing channels appear on the market, we tend to ask ourselves: Is email marketing still a valuable part of our marketing strategy? Well, the answer is simple – OF COURSE.

Email marketing remains one of the most effective marketing channels for many companies. According to an eMarketer study, the median email marketing ROI is 122%, which is even 4 times higher than other channels of digital marketing.

In this article, we will tell you how to use the power of email marketing of providing an attractive return on investment. Let’s take a look at 10 TOP tips for increasing ROI of your email campaign.

Segment your list.

Do you want to improve your open and clickthrough rates? The smarter email marketers use segmentation strategies. MailChimp’s latest user data showed that segmented campaigns get 14,64% more opens and 59,99% more clicks than non-segmented campaigns. The whole point of segmentation is to provide proper content to your audience. The more information you collect about your email recipients, the more opportunities you have to adapt your emails.

Verify an email address.

Have you ever been disappointed by ROI of your outbound communication? Opening rates low, bounce rates high?! The ROI of your campaign depends on your inbox delivery, as your open rates will always be low if your emails land in SPAM boxes. And trust me, you won’t convert if that’s the case. In order to have good inbox delivery, you need to have a good sender score. Each time you get a hard bounce, your reputation score takes a hit. You might have hidden hard bounces on your lists because emails decay over time, people sign up with temporary emails, or even spam you with fake emails on purpose. Don’t worry, there is a simple solution – email verification. Before sending out the campaign, just run your list with Bouncer in CSV format, and analyze the results in order to exclude from the campaign all the undeliverable or risky emails. Your open rates will get higher, as firstly you will email only real people, and secondly, your deliverability will be secured. Score!

Pain Points.

Each subscriber on your list is different therefore it would be a mistake to send the same content to them all. The message should be relevant to their interests,  needs and pain points. The best way to get to know their problems is to talk with them, view customers pain points holistically and present your company as a solution to at least one particular problem. Design the content of your communication, in a way that will assure your audience that you can solve their pains. Become a trusted partner that will take the weight of their problems on your own shoulders.

Personalize a message.

Email marketing can, and should, make your customers interested. Nowadays, if you are not using email personalization in your emails, you are missing out. It’s likely you’re doing everything you can, to provide a great experience when you’re face to face with your customers. You often know their names, personal preferences, and you enjoy interacting with them. You should follow the same practices via email as well. Use their names, preferences that you know of, birthdays, public holidays in their countries, events, etc to bring smiles to their faces. Applying such information to an email marketing campaign is a great way to show that you value your customers.

Built a strong relationship through welcome email.

You know the saying “you will never get a second chance to make a first impression”? In the email marketing world, this is also valid, and you should bear that in your mind when creating your welcome emails.  Personalized email is a must when starting the communication process with your subscribers. Provide a meaningful information about your product & company, offer a discount for first purchase. Use their first names, if possible.

Eye-catching title – higher open rates.

We get tons of emails every day, most of which we never read or even open because we are constantly overloaded with hundred of information. How to quickly catch an eye of your reader, so your email won’t become invisible?  Eye-catching title! There are many approaches that you could adopt: funny titles, discounts, offers, personalization.  Does it really work? Yes, it does! If you know your customers well and your emails are targeted, a relevant joke or 2 for 1 offer can indeed increase your open rates. However, make sure that the title truly reflects the content of your message! Always read the subject to yourself, and check if it doesn’t sound like a SPAM.

Tell stories.

The key to positive attention in this type of environment is riveting content. Share stories that people want to listen to, and tell stories that engage audiences with the brand. Think of your email in the same step-by-step journey that your readers would take. The storytelling method resonates with people’s real-life pain points and challenges, helping them to feel the problem the product solves and increasing their desire to purchase. It stirs emotions, it’s shareable and easy to understand.

Do not spam.

As a marketer, you obviously want to avoid the spam folder at all.  When your email feels relevant to the user, they’re less likely to see it as spam and more likely to view your message favorably. Make a plan with a valuable content and sent to your customers systematically. Proofread your content, is it truthful, is the title not misleading but attractive and are you providing value to your customer? If it’s 3 yeses, then press send!

Reward your subscribers.

Most customers come and go, but there are also those who are loyal to the end. Finally, you have to take care of your best clients and appreciate them. One of the best ways is to send an anniversary email to recognize your customer relationship. An anniversary email is a great way to turn an otherwise mundane day into an opportunity to build a connection to your existing customers. You can also send limited-time discounts to existing customers.

Measure the success of your email campaigns.

Making sure that your campaign is effective is crucial, therefore once you’ve ticked all previous 9 steps, and proceeded with the send out,  you can start to measure and analyze the effectiveness of your campaign! Thanks to statistics you can easily assess which campaigns are valuable, which practices works best with your type of audience if a/b test would be essential for your business etc. Always monitor the changes that you’ve made within your campaign, and be a scrupulous observer of any variations in your rates. By this, you will be able to smoothly adapt your campaigns, and always get the highest ROI of them!

Try to take a step by step approach to improve your email marketing. Your ROI depends on how you create and implement your business strategy. Remember, that each customer is demanding and need your hospitality. World of email marketing is not easy, but if you follow good practices, you will put yourself on the right track to become successful!

Happy sending, and may the ROI be ever in your favor!