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Check out Barbara Sanner’s video to learn the four proven steps to increase email marketing ROI.

In the past, managing our email inbox was a breeze. Now, it can be time-consuming and frustrating to keep up with all the incoming emails; and most people now have more than one inbox to manage. 

That’s a lot of time. Plus, the influx of spam and phishing have made inbox maintenance even more challenging.

As a business, it can be difficult to cut through the inbox clutter and capture your customers’ or leads’ attention with email marketing. This has prompted some experts to proclaim the demise of email marketing, saying “email is dead.” 

Not so! Email marketing remains a vibrant component of an omnichannel marketing strategy.

The Marketing Rule of 7

The marketing “Rule of 7” – which is now approaching 8 – asserts that it takes multiple interactions, as many as 7 or 8 “touches” before a message resonates with an individual. Therefore, your customer or prospect needs to see your message 7 or 8 times before they will start to act. 

This underscores the necessity of an omnichannel marketing strategy, leveraging multiple channels to reach your customers and prospects. Along with social media and advertising, email marketing is a crucial communication channel.

Why Invest Time (and Some Money) in Email Marketing?

Firstly, it garners consistent attention. Even if an email isn’t read, its presence maintains a connection as the recipient scrolls through their inbox, seeing your name (or your business name) and the subject line. People who remain subscribed to your emails show interest in a passive way: they’re interested in your message, but perhaps not just now. This is a foothold to turn contacts into customers.

Second, email marketing is remarkably cost-effective. Obtaining contacts is affordable, whether through a reputable list broker or through organic means. Sending emails incurs minimal expense compared to other marketing avenues, such as paid search/PPC or other paid advertising.

However, the effectiveness of your email marketing hinges on a solid strategy. Spamming is counterproductive and can actually lead to blacklisting if your emails are reported. Instead, the relevance of your message is key to building brand awareness and prompting audience action.

4 Proven Steps to Increase Your Return

We’ve identified four proven steps that will enhance your ROI of email marketing, which promise to optimize your campaigns, and boost engagement, conversion rates and overall effectiveness. 

Taking these steps will help maximize the impact of your email marketing efforts and also drive significant results for your business.

1. Craft actionable messages

Crafting compelling messages that prompt action is paramount. Use your existing website content that you’ve already worked hard to create to extract sentences and phrases for your email messages. The consistency between the email and website will lend credibility to your emails. This is a good strategy for social posts, too.

2. Keep your emails short

The purpose of the email is to drive clicks to your website or a landing page. Focus on no more than two topics and keep the content short yet informative to drive engagement. Every email must add value.

Be sure to integrate enticing calls-to-action (CTAs) in the email, as well. While the usual “Learn more” or “Read here” are fine, don’t be afraid to be creative with your button names. Interesting and fun CTAs will strategically enhance conversion rates.

3. Command attention with Subject Lines

Attention-grabbing subject lines are crucial. Like with CTAs, creativity also goes a long way here. Ideally, the subject line should be short, less than 80 characters, so it can be read in its entirety in the inbox preview. We recommend online testing of your subject line with one of the free testers like SubjectLine.com to hone it even more. Remember, the purpose of the subject line is to nudge the recipient to open the email so it’s good to be creative!

4. Analyze your results

After “blasting” the email, allow 48 hours for it to be read. About 50% of your audience will engage with the email within 3 hours of receiving it, but there will be others who don’t engage for a day or two (this can be longer in the summer when people are on vacation).

Then, analyze your audience behavior, evaluating metrics like bounce rates and the CTR (click-through rate) to gain valuable insights for future campaigns. Often, audience actions on certain links will indicate the topic for your next campaign. And be sure to reach out to engaged recipients (Unique Clickers) to move them through the conversion funnel.

Email marketing works over time. It’s a marathon, not a sprint, and demands consistency and creativeness with each email sent. While results are not likely to be immediately seen, they will arrive over time, as long as you regularly stay in front of your audience. Don’t give up!

Ultimately, email marketing remains a cornerstone of a successful marketing strategy. The cost-effectiveness, reach and potential for lead generation underscore its enduring value in the marketing landscape.

Check out these two related videos/blogs from the webinar 3 Plays to Boost Marketing Performance Now:

About the Author

Barbara Sanner Complete Marketing Solutions

Barbara Sanner is the Founder of Complete Marketing Solutions. They specialize in business-to-business marketing for organizations around the world, delivering marketing strategy and implementation, from advertising to webinars.

Contact Barbara Sanner: LinkedIn