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I know what you’re thinking… Is this post 10 years old? Isn’t email marketing old hat by now? Absolutely not!
Time and time again, e-mail marketing proves itself to be an excellent investment for any size business. Keep reading and we will discuss why email is such an effective channel and how you can make your efforts have a bigger impact.
The ROI Rockstar
You all want to know the same thing- where can you get the most bang for your marketing buck? Many people argue that email marketing is the big bang you’ve been neglecting. According to the Direct Marketing Association, email marketing has an ROI of 4,300%! Unlike direct mail campaigns which have huge upfront production and shipping costs, email marketing can reach your customers for a fraction of the price. Email campaigns have proven to be up to 20 times more cost effective than direct mail. 74% of consumers prefer to receive commercial communications via email. These email marketing efforts are also an excellent way to capitalize on marketing money you have already spent. Targeting your current clients with campaigns that might interest them is a common technique to increase customer lifetime value. 66% of consumers have made a purchase online as a result of an email marketing message.
Check out more about email and other inbound techniques in The Death of Outbound Marketing.
3 Techniques For Increasing Your Email ROI
1. Segment your contact database
This is probably the simplest and most often skipped step to any email marketing campaign. Remember that your clients aren’t all the same and so they shouldn’t all receive the same email. It’s easy to segment your database depending on what kind of information you have about your clients. If location matters, segment by geography. If loyalty matters, segment by amount of time spent with your company. If acquisition is your goal, segment by where your clients are in your sales funnel. No matter how you segment, focus on delivering content your clients care about individually.
2. Never miss a chance to capitalize
Many companies waste opportunities to collect low hanging fruit because they don’t realize that emails can serve more than one purpose. Transactional emails (emails that contain information the client is already expecting like receipts for purchase or appointment confirmations) are excellent chances to inform your customers with an advertisement for your latest promotion or a promotion that would apply directly to that customer.
Email is a great way to build relationships with your clients.
3. ALWAYS include a CTA
Speaking of low hanging fruit, one thing that should be included in every single email that you send out is a call-to-action (CTA). This should be a link or offer that could be helpful for your customer. Once the client has engaged the CTA, you can lead them to landing pages if you want to acquire more information about them or simply to your website or blog.
Email marketing might seem like the kind of thing that is no longer on the cutting edge, but remember, if something has proven itself effective, it does not have to be new, to be a rockstar.
For more information on email and other inbound marketing techniques, check out this free ebook!
