One might argue that everything worth mentioning about email has been already said or written, but we beg to differ. The service is going strong (has never been stronger, in fact) and likely to evolve to a multi-purpose tool it is slowly but inevitably transforming into.

The reasons why email is so important are many and more, and we’ve no doubts you’ve heard of them thousand times over already. And yet, newcomers to online businesses always seem to need an additional bit of information to make that long-expected breakthrough. With the competition being fierce and all, attracting new customers (and retaining old ones, for that matter) might appear a cumbersome task. Does it really have to be?

Email Marketing Campaigns

Email marketing campaigns are the first thing all businesses turn to when it comes to boosting ROI, and there are good reasons for that. You might not run a large organization or aiming to become a new global leader. You might be a dropshipper or an artist or a freelancer trying to reach more customers. You might just have a good idea, but don’t know how to go about promoting it. In short, anyone with even the smallest of visions can make it big with the help of email marketing campaigns.

They are becoming increasingly sophisticated as to meet the rising needs of the market, and customizable as to allow for personalization. Leaving technicalities aside, personalization is the single most important ROI driver. It speaks volumes about your offer and your organization, too. Good manners are as highly valued in the online environment as they are in real life.

Using Insights for Email Marketing Campaigns

Various approaches have been introduced to help boost the effectiveness of email campaigns, with the U.S. market leading in the field of personalized product recommendations and shopping cart reminders. To boost ROI considerably, it is necessary to track email marketing campaigns and make the best out of the insights they provide. Demographics and purchase history have been known to do marvels to increase sales, but there are other tips and tricks, too.

For starters, click- and bounce rates and the percentage of messages opened will show you how to improve your campaigns. There are many and more platforms to help businesses keep track of statistics. Some of the most popular ones include SendinBlue, Constant Contact and Drip, but that isn’t to say that others are any less efficient… nor does it mean paid solutions are the only option. A whole lot of value can be generated with the help of email templates and some basic knowledge of the rules of the game.

Making Best Results out of Email Marketing

The first step would be to familiarize yourself with statistics. As it were, it invariably shows that optimization for mobile devices is the first step towards palpable results. Namely, mobile phone usage has increased 394% and tablet usage 1,721% in the course of a single year. To top it off, ca. 53% of emails are accessed on a mobile device, which results in one third of all clicks happening there.

To boost your email marketing campaigns, use mobile-ready email templates and landing pages. The first is as important as the latter; always keep in mind that getting a customer to click on the link is only the first half of the job.

Types of Email to Inspire Interaction

The key to continual success is in keeping customers engaged. This doesn’t equal overswarming their inboxes – the practice resulting in flagging all further incoming messages as spam. Apply moderation, mind the timing and send relevant emails only.

Statistics and common sense show that certain types of emails are more welcome than others. Those include welcome messages, order status messages, newsletters and sales announcements.

A welcome email will show your customers that you care for them. Good manners never hurt anyone, but more importantly, an astonishingly high percentage of businesses fails to send welcome messages.

Order status messages are cherished by everyone at any time. Everyone wants that product as soon as reasonably possible, but that’s not all. Tracking information can make or break businesses, but no less important are receipts, order-, shipment- and delivery confirmations. Should you provide all of these, your customers will always choose your business over the competition lacking the info without a second thought.

Newsletters are a valuable source of information for your customers. As such, they should contain points of interest, including information on sales, promotions and additional benefits. Different businesses deal with newsletters differently, but some general advice would be to send them either quarterly or monthly or bi-monthly.

As regards sales announcements, need we really expand on the topic? Online sales work in the same way offline ones do, with the only exception being – reach. Online sales attract more people and translate into bigger profits. Establishing seasonal and annual sales is also a good idea, as people will know when to revisit.

And these would be some simple tips and tricks on how to boost your ROI from the comfort of your home or office. Mind your manners, send relevant offers only and make everything mobile-ready. Yes, it is really as simple as that.

Emily Woodman


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