Every business, at some point in time or somewhere along their marketing or sales funnel, does utilize email marketing to reap benefits out of it or gather visitors to their website. Well, though email marketing has turned to be one of the most traditional digital marketing platforms, it is still on top of the list for the majority of businesses.
But whether you are a beginner or a pro, if your email marketing campaign isn’t generating a great ROI rate, then something’s going wrong. Do you want to know? Email is the #1 marketing platforms to statistically have the highest ROI rate compared to any other platform. Even SEO, on the other hand, is only second to generating ROI when compared with email. So when an email is not creating enough ROI, you might want to rethink everything you are doing, and if that turns out to be right, you might want to adopt some new tips and tricks that may help you do that.
There are 0.1% of businesses who think improvising their email cannot be profitable. Betterment to the email campaign is a guaranteed mission to deliver the results you need when done in the right way. And businesses strive to deliver emails that increase reach, impact and satisfaction.
If you are a beginner to this, maybe a small business or a start-up who wants to break all the barriers and beat industry giants, then here is what you need on your initial days for your email campaigns to shoot that ROI high.
1. Choose the right Email List:
The mistake often followed by B2B marketers is that they end up marketing to the wrong audience or have the right audience and market with the corrupt data. Unhealthy data is one of the biggest causes of email campaign failures. It is also one of the most challenging tasks to withhold the possibility to acquire or maintain healthy and targeted contact data of prospects.
The best things you can do are, build your email list with a trained and dedicated team of experts or outsource a healthy B2B Email list only from trustworthy and transparent providers. It is after you have a robust database at your fingertips that you can kick-start an effective email campaign.
2. Segment the List you have:
The first thing you can do is segment the list in your hand. It can be an ineffective list if you don’t. Just remember one thing, everyone on your list might be your prospects or customers, but not all of them want the same thing from you. Did you know that 760% increases in revenue from list segmentation alone?
There are several ways to which you can divide your list; according to demographics, purchase history, and much more.
3. Your Focus should be on Deliverability:
Again here, it comes back to email list quality, but make sure your campaign complies with every law, for example, the United States CAN-SPAM Act. Along with a good quality email list, you must prioritize not using spam trigger words too.
For instance, you can check your inbox and the number of emails in the spam folder, and most of them have a spam trigger word, which has pushed them to that folder, but you are never going to know. Why are you never going to know? It is because you never open that folder, do you? How do you expect your prospects to open, click-through, or respond to an email that was never delivered? You need to land in your prospects inbox to get more responses.
4. Send Emails on Pre-Set Day Wise Frequencies:
Your email campaign is not going to be a soap that people turn on the television at the right time of the day to watch. So your target audience is most probably never going to be there when you send out your email. But one thing is for sure. You can use a strategy to make sure your email gets that attention.
Send then on Mondays because Mondays are when most professionals check their emails that they received through the weekend, and you can be the first one on that list. It varies from business to business. Some companies find Monday mornings would be a good plan, whereas for some Thursday evenings. For this trick, you might have to give a trial phase to make it a better plan. You must also take into consideration the time zone of your prospects.
5. Optimize your Email for Mobile:
More than 50% of the emails in the world today are opened on the phone. So let’s say half of your target audience is going to check your email on their phone. But is your email enabled for a phone? Make sure you use templates, displays, and many more features that work on desktop and phone the same way.
6. Your Subject Lines must be Click baits:
You and I both know that no one has enough time to open every email, and sometimes we don’t click through the significant email and miss out on things we need. The same happens with the majority of the people. So make sure the subject line that they see and decide if it is necessary must be something they will click on. At the same time, make sure they don’t sound spammy.
If you are email marketing pro, you already know all the fundamental tips to enhance your email marketing campaigns. But if you still want to find new ways to aim for the sky with email ROI, here are some techniques that may help.
7. Proofread Every Email Before it is Sent Out:
Editing is a significant aspect of an email. Maybe you are the one writing the email or typing it out. Once you re-read it to get assurance if it will please your audience, you wouldn’t find any mistakes. The writer always overlooks the flaws in his own writing. It is exactly why you need an editor who will go through it again.
8. Do Not Forget to Send a Welcome Email to Every New Subscriber:
You might this is not a critical part of your email marketing campaign, and at times you may even want to skip it. But if you want to create your email marketing uphill and earn the loyalty of your new subscriber, it is an essential step. Sending them a welcome message will give your subscribers what to expect from you in the future.
But if you feel it is way too much work to manually type out or sends out templates based on every new joiner. You might want to let in some reliable and efficient automation tools. These automation tools will auto-generate messages every time a fresh sign up or any such activity takes place in your email marketing campaigns.
9. Know where to Place your Sign Up Forms:
Your sign up forms is the exact spots where you have your incentives. The best converting place for sign forms on your site are:
- Top of the Sidebar
- On the Bottom of the Blog Post
- About us Page
10. Let your Campaigns Tell Stories:
Email is already a personalized channel. The next thing you need to do is personalize your messages. Most people who subscribe to your email want to know more about you and your brand. Humans are curious, and that is a given. There are many people out there who switched from Ferrari to Lamborghini after hearing the back story. So tell them, tell them the story behind your brand or how it all started, and they are waiting to hear it.
1. Don’t Carry Around Dead Weight:
Hate to say this, but it is the bitter truth. There are a large number of your subscribers who no longer open, click-through, or respond to your messages. And the most consequential issue here is when you are still sending emails to subscribers who are no longer active or even interest. It will eventually bring down your metrics and revenue over marketing investment.
So you might want to re-engage on a separate campaign with these recipients and ask them to know if they are still interested to hear from you. Carrying around this will gradually bring down your campaign success average.
2. Conserve your Budget:
You are already a pro, so I might not have to tell you this, but there are times when even professionals may let some of their money slip. As mentioned above, you need to let go of carrying dead weight along with you. Carrying dead weight; dead weight which means, non-interested subscribers, are only going to cost you. When you no longer send emails to inactive or non-interested subscribers, your costs can reduce by 40%.
3. Make it an automated experience:
Automation has now become the key for seamless marketing, and email is a great way to use that automation. You can initiate drip and trigger campaigns with the right automation tools. By this, you would not have to maintain a time-bar frequency or prepare for every campaign. Your emails will be sent to prospects and customers even when you are caught up doing something else.
4. You must take Advantage of Video:
A picture speaks 1000 words, and a video maybe 10000. All jokes apart, you will still need to utilize this opportunity and make the most of it. Embed a video in your email messages and link it to the full video to make sure they click-through. Using video has now turned out to be the newest CTA[call to action] of marketing.
5. Make it Easier to reach back to you:
Just as how email is a direct way of communication for you, it must be a two-way process for the reader. Give them a contact in your message, which encourages them to ask you any questions they want to. And remember, asking questions does not just clear out their issues but also brings a new perspective to you.
6. Always Tell a Great Story:
Do you know what your customers would like more than you promote your products and services? They would love to hear it from someone who has already bought it, a fellow customer perhaps. An email is a great way to take all your stories to your prospects and customers, let it be customer testimonials, reviews, or an article on an experience. Let them buy your narrative before they can buy your products.
7. Make sure you send the Right Message to the Right Person:
The people who are only interested in one of your products or services may not always be interested in all of your aspects. Make sure each of your lists for varied sets of customers is unique and sent in proportion. You can never make the mistake of sending the wrong message to a customer, importantly never make the mistake of sending the right message to the wrong set of audience.
8. You can use Polls to understand your Audience More:
Segmenting lists is a grim task, but you can make it easier through polls. Polls are a great way to get more customer data. Use a poll as a quick way to get people’s opinions on any topic, which you find you do not have the information to. It will also foster active and healthy interactions between you and your audience.
The Final Opinion:
It is always good to have a strategy you know is going to make you win. It can enable you with the ability to have a constant in your marketing strategy. These tips can get you to where you want when it comes to email marketing.
William has been a passionate content marketer in DQMpro for the past 6 years, and thrives to provide his readers on insider tips and insights into the industry to develop business and marketing simultaneously. In addition, he creates content for B2B businesses to get deeper value from B2B Mailing Lists, Email Marketing and social media marketing.