Digital marketers looking to drive ROI should incorporate email into their strategies. According to various studies, email marketing continues to be one of the most effective tools out there. Yes, even in the age of millennials. In fact, last 2016 a survey revealed that the average ROI of email campaigns was 122%, which is a return four times higher than other popular strategies.
Of course, maximizing the ROI of email marketing requires a careful strategy, since not all campaigns are equally effective. Therefore, these can be some useful tips to achieve it, according to AdWeek.com the content specialist of Taktical, Rae Steinbach.
1- Pay attention to metrics
Once the campaign to launch has been chosen, it is necessary to decide how its effectiveness will be measured. The metrics can show how effective the efforts taken are and if they are better than others: the click-through rate, the bounce or open rate. The latter is extremely useful, since it allows you to see the number of people who open the messages. Having a low ratio indicates many things. It may mean that too many emails are being sent or that the subjects are not being interesting to the audience.
It can also mean that the list is full of dead or inaccurate addresses, so the mail does not have the option of being opened. Combating this with a validation API could be an easy way to ensure that information reaches potential stakeholders.
2- Decide what type of content will be included
Starting an email marketing campaign is not easy, as it can be quite difficult to choose the type of content that will be attractive to the audience. Surveys Kuwait Email Database can be quite a useful tool in this case. But social networks can also be key to connecting with the audience. Knowing the target can be relevant to offer some initial ideas, in addition.
3- Automate a welcome email
If you want to make a positive first impression on new consumers, it may be relevant to automate a welcome message. An initial contact that should be simple and not overwhelming. It will also confirm the arrival of a new customer to the list and give them an idea of what to expect in the future, perhaps encouraging them to take action, buying a product, taking advantage of a promotion or sharing content on social media .
4- Maintain engagement
Welcoming a new consumer can help cultivate brand engagement. But, from that moment on, it is necessary to continue maintaining interest so that the rest of the emails do not remain unopened. An easy way to do this is to make your messages unique. Custom cases get 50% more open rate.
Segmenting the mailing list can also be another way to provide relevant messages that respond to the interests and needs of consumers. Incorporating content insights from surveys can maximize targeting and personalization.
5- Monitor engagement
There is too much online content that is distracting. Inevitably, the average customer engagement with the brand will decline over time. In some cases, disconnecting involves abandoning a shopping cart before finalizing it. In other cases, it means opening emails but not responding to a CTA. Consumers can often stop opening emails.
Monitoring engagement levels and identifying where the relationship fades in the customer journey can help reconnect with those consumers. For example, if a subscriber hasn’t opened an email for months, they can be won over by asking for feedback. Also send instant messages to those consumers who have not completed their purchase.
By following these tips, you can create an effective email marketing strategy. But keep in in many cases we deal with unknown people, so through that email they will have a Buy Leads first impression of you or your company. mind that disconnecting the consumer often does not indicate that a mistake is being made, it simply indicates the need to regain attention.
