Email is a cost-efficient marketing method that works fine even with the advent of digital marketing. Reports estimate that an average amount of $30 in sales is generated for $1 spent on an email marketing campaign.
What can you do to improve your return on investment? First of all, answer the following question: what’s your company’s current return on investment for email marketing? Is there anything that you can do to improve the number?
For your email marketing campaign to succeed, you need to set crystal-clear goals. The better defined your goals are the higher chances you have to measure the success of your marketing efforts. Once your action has been clearly defined, you have to put your goals into context. Make sure your users are properly segmented. For example, you shouldn’t send registration emails to people who have already subscribed; or you shouldn’t send a free trial coupon to people who are already paying to receive your services.
Another goal you need to lay out has to do with the way subscribers read and perceive your campaign. For instance, if your users’ list is dominated by users that access your campaign via mobile, it might be a good idea to start using a hybrid or responsive email design. The content, CTA, and design all must have relevance and be linked to your subscribers.
Growing your email list
Are you sure that you’re doing everything to generate leads? There are specific types of emails that might help you increase ROI. Among some of the most influential are: welcome emails, informational emails, and shopping cart abandonment emails. Of course, reengagement emails matter just as much because they help preserve a clean email list. Most reengagement emails are sent to subscribers that are inactive, particularly those that don’t open your emails for months in a row.
After you’ve made sure your email list is probably organized, you can move on to doing whatever’s necessary to generate leads. It’s fundamental that you transform your homepage into a killer lead generation machine. Companies are used to investing lots of cash in search engine optimization, pay-per-click advertising, and email marketing, in an attempt to drive prospects to their sites.
Deliverability matters the most
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Spam is like poison to your direct mail marketing campaign. If your mail is not significant enough, your subscribers won’t be interested to read it. If you want to succeed you have to focus on developing a core quality: perseverance.
Perseverance can overcome anything. In direct mail marketing, it can be the answer to a productive campaign. Successful direct mailers are pretty good at crafting the best direct mail marketing campaigns. They have years of experience and they know that a single mail is not enough to get the best results.
Multiple mailings are required for your message to reach out to your preferred users. For example, we’re all used to magazine subscription campaigns, and as we’ve already seen, these people just don’t want to quit. Some of them go on and on asking you to read their mails; some even beg you to do it. That’s not a very smart way of crafting your direct mail marketing campaign and increase ROI.
Increase ROI with mobile optimization
Since many of your customers and prospects already use mobile devices to read emails, you might want to optimize your email for mobile. This step is essential, and believe it or not it might actually drive up your ROI. Lead nurturing and lead generation are fundamental aspects of any direct mail marketing campaign. But if you’re not properly optimizing your emails for smart devices and mobile, you should know that you’re missing out on a wealth of opportunities.
Growing your direct mail marketing ROI is a lot more challenging than meets the eye. But it doesn’t have to be. The more focused and determined you are, the better chances you have to make a difference and implicitly make yourself stand above the crowd.
In case you need assistance, the best thing that you can do is contact a direct marketing London agency. Professionals know best, and when it comes to direct mail marketing, you really can’t afford to mess around.
Author Bio: Christopher Austin is a regular contributor at many sites and mainly focuses on business & marketing related topics.