With email marketing, or any marketing for that matter, your success is always measured by how fast you get your ROI – or the return of your investment. Since email marketing is an ongoing effort, and your efforts are definitely an investment, you have to make sure that your efforts are rewarded with returns. In order for you to achieve that end, you have to create relevance in your emails. The more relevance infused into your emails, the stronger your ROI. So, how do you make your emails more relevant? The following are tips to improve your relevance, and in turn, your ROI:
- Build a relevant mailing list. Your list should be populated with email addresses of people who have opted-in to be in your mailing list. This would assure you that these people are already interested in what you have to offer. You have to make sure that these people are given clear and concise details on your opt-in practices. This is very important as building the trust relationship with your client base from the very beginning is crucial.
- Know your customers. Knowing your customers – their interests and preferences, is very important. You have to gather as much data about your mailing list as you can. You have to do this in the least invasive way possible as most people are not comfortable sharing a lot of personal information over the internet. Be transparent and make sure that you have a privacy policy in place. Communicate to your customers what exact information you need from them and for what purpose you would use it. Make sure to gather as many attributes from your mailing list as you can. This way, you will be able to target your emails better, resulting in higher investment returns.
- Segment. Once you gather enough information about your mailing list, it is time to group them according to relevant attributes. You can segment your mailing list by demographics, psychographics, interests, email behavior, etc. Segmentation is very important as it has a direct impact on your email marketing program’s ROI.
- Personalize your emails. Studies have shown that emails that have the recipient’s name on the subject line are more likely to be opened than ones that don’t. And personalization doesn’t stop with writing the recipient’s names on your messages. Personalizing your emails means that you take the data you gathered about your customer and tailor-fit the email that you will send them based on that information. No, you don’t need to write a different email for every person on your mailing list, you just need to put them in the right group with similar attributes. You need to make sure that you are giving your customers exactly what they want. This way, your customers will be more likely to respond positively to your emails.
- Make sure your emails get delivered. No matter how much effort you put into composing your emails, if they don’t get delivered, all your efforts are useless. With the advent of SPAM, most email service providers have more and more filters put in place and passing these filters to make your emails land in your mailing list’s inboxes can be a challenge. Make sure that you are following the provisions of the CAN-SPAM Act and make sure that you are avoiding spam triggers. This way, chances of your emails getting through to your recipient’s inbox are higher.
In email marketing, sending the right message to the right person is most important. You have to increase your emails’ relevance in order for you to have the corresponding increase in your ROI. Follow these tips and you are on your way to a successful email marketing campaign.
