Maximizing ROI With Data-Driven E-Mail Marketing Campaigns

Before we jump into how you can benefit from e-mail marketing and grow your revenue, let’s see why e-mail marketing is so relevant even today.

Almost 89% of marketers use e-mail as their prime source to get leads. There are 82% of marketers who use e-mail marketing all over the world. Now, how’s that possible? You see, almost 99% of e-mail users check their e-mails on a daily basis. There are 4.3 billion e-mail accounts, that’s nearly half of the world. And to add to that, for every $1 you spend on e-mail marketing, you will likely generate $42.

This does not mean you just send plain text messages to your customer’s inbox and hope for a miracle to happen. E-mail marketing needs planning, strategic timing, & actionable triggers that will urge users to click on the link. So, how can you do that? In modern times, we can fully use the power of data analysis and specific tools to boost sales rates. One of the most effective ways is to get assistance from a digital marketing agency.

Now that you know the power of e-mail, let’s jump straight into how to use it to increase your business’s return on investment by using data-driven campaigns.

Data Collection, Monitoring And Analysis

You can gather client data from your website, invoice list, or e-mail subscription. You can also collect which items they are interested in browsing and buying. Upon collecting relevant information about your customer, you can understand their preferences, interests, likes, dislikes, and pain points.

You can use free tools like Google Analytics, Open EMM, and Constant Contact (AI-driven) to monitor your website and sales. They will give you in-depth ideas for developing future marketing strategies. Using KPIs like open rates, click-through rates, conversion rates, subscription rates, and un-subscription rates, you can examine how well your e-mail marketing is working.

Further down the line, you can use this information to know which customer is likely to buy which products. And once you know that, you can pitch that product via e-mail.

Personalized Content

A Google report states that 90% of marketers agree on the fact that customized features contribute to brands’ profit. In case you are worried about what customers have to say about data privacy, a study states that 7 out of 10 customers are comfortable with personalized content as long as their data is safe & not being purchased.

You see, “91% of customers are likely to buy from a brand that recognizes them and give relevant offers & recommendation.” So, make use of the data to see your ROI growth.

Timing Your Mails

You can’t send your mail any time of the day. You have to plan your mail timing to ensure that they are getting opened and read by the users. Else, it is of no use. So, at what time should you send your mail? Well, there is no rule book here, as timing varies with the kind of product you want to sell. But below, we have a quick summary given by Campaign Monitor.

• Highest e-mail opening rates: Monday (22%)
• Lowest e-mail opening rates: Sunday (20.3%)
• Highest click-through rates: Tuesday (2.4%)
• Lowest click-through rates: Saturday, Sunday (2.1%)
• Highest click-to-open rates: Thursday (10.8%)
• Lowest click-to-open rates: Friday, Saturday, and Sunday (10.1%)
• Lowest unsubscribe rates: Sunday, Saturday (0.1%)

You can use an e-mail scheduler to send mail at a particular time of the day. This way, you will have time to plan e-mails for upcoming weeks.

Optimize It For Mobile

Almost everyone is on a smartphone these days. So, optimizing your mail to be read on the phone is essential. If not, your e-mail might just get ignored by the user. So, how do you make your e-mails readable on mobile phones?

You can use responsive designs so that if your e-mail is being opened on smartphones, they appear structured and they are easy to navigate.

Make the Subject Line Compelling

If there is one thing that you can improve about your e-mail right now, it would be emphasizing your subject line. Make sure it is concise & precise. If possible, try to include a CTA (call to action) and a keyword.

When you are writing your subject line, ensure that it is clear & generates curiosity within the user to open and read it. You can also search online about which subject line has a high opening rate relative to your business. While we are on the subject of writing, ensure that your content is worth the user’s time.

Have A Clear CTA

A clear & convincing call to action will lead to a higher click-through rate. You can include an infographic, downloadable PDF files, or another type of interactive media that users will likely want to see or read.

As an example, you can show them current offers and perks on buying a product and give them a link to click on it. This will likely drive your customer to click on the link to see the product. You can add images, designs, and animations to make your CTA stand out and compelling.

Engaging Campaigns

Having a subscriber count is not enough; you must maintain the current ones and add new users. One way is to ask your current users for feedback in exchange for coupons. For those who unsubscribed or are not linked with you, you can request them to fill out a survey form. This will help you to know which area you are doing well and which areas you need improvement.

Optimize E-mail Links

Since you will be giving links in your e-mail, ensure that those landing pages are optimized, related to your e-mail, and user-friendly. Make sure that the landing page is convincing enough to convert the user into a lead and lead into a customer.

Track Growth

You must keep a check on your e-mail list. For this, you must remove inactive users from it and check how many new subscribers you have. You must also keep track of your ROI for each e-mail campaign. It would be best if you maintain track of the conversion rate and revenue generated via each e-mail campaign.

This will lead to comparing the return on investment from various campaigns to know which works best and which strategy needs improvement. For better sales, you can repeat the successful strategies again.

Side Note: Some countries’ laws are stricter than others. So, do check in with the rules and regulations before sending an e-mail. For example, in the EU, under GDPR (general data protection regulation), you can send mail to a user only with their consent.

Make E-Mail Marketing Your No. 1 Source of Sales

Now that you know how to grow your revenue by using hidden gems, i.e., e-mail marketing techniques, go for it. You can DIY on your own; however, it will take a lot of time and effort. Conversely, you can call an experienced and certified digital marketer for help.