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4 Steps to Creating Email Marketing Campaigns That Will Boost Your ROI

For every dollar you spend on email marketing, you can earn a revenue of $44. Given this high conversion rate, it’s no wonder why most marketers invest in this channel. 

Apart from being an effective revenue-generator, email marketing also allows businesses to connect with prospects on a more personal level. Plus, it’s highly accessible. Whether you’re targeting users who spend most of their time on their mobile devices or desktop computers, you can almost guarantee that they will open the email you sent. That is, if you create a compelling campaign.

But creating email marketing campaigns is not only about writing good subject lines. If you want to come up with emails that will increase your ROI, follow these tested and proven steps:

1. Know the Numbers

On average, consumers who come to your site and make a purchase via an email link spend 138% more than other customers. If you’re running an e-commerce website, you’re missing out on a lot of revenue if you’re not regularly sending email newsletters and promotions to your customers. 

According to a report, half the world’s population was already using email in 2018. By 2022, experts predict that this number could rise to more than 4.2 billion. This 2020, make it a point to increase your email marketing efforts and see your ROI rise up at the end of the year.

Statistics That Prove Email Marketing Boosts Your ROI

Emails drive revenue in more ways than one. These statistics further prove that a marketing campaign is not complete without compelling emails that convert: 

  • 7 out of 10 users in the U.S. prefer that brands contact them through email. If you want to reach your customers, reach them right where they are.
  • 91% of consumers check their email at least once a day. Want to increase your open and click-through rates? Create email marketing campaigns that drive your customers to convert.
  • 81% of SMBs rely on email as their primary customer acquisition channel and 80% for retention. There’s a reason behind this statistic: email marketing is a great revenue stream. Given the growing number of email users in the world, this channel is clearly not going anywhere soon.
  • Email marketing spend grows 10% every year. With a 4,400% ROI, email marketing is worth investing in whether you are a small or large business owner. 

2. Identify the Types of Emails You Should Be Sending

There are plenty of types of emails and the ones you should be sending depend entirely on your brand’s goal. Before you proceed with crafting professionally designed emails and asking your content marketer to create compelling copy, take a step back and ask yourself these questions:

  • What do I want to achieve with this campaign?
  • When is the right time to send these emails?
  • Do I have enough subscribers on my email list? 

Once you’re ready to distribute emails to your list, decide which type of email you should send. Here are five examples to serve as your guide:

  • Welcome Email – Welcome emails are a way to thank a subscriber for taking an active interest in your brand. You’re bringing a new member into your list—be sure to keep your tone warm and inviting to make your new subscriber feel at home with your brand. 

Banfield Pet HospitalSource: Really Good Emails

  • Email Newsletter – In a report, 40% of marketers say email newsletters are critical to their content marketing success. Keep your customers engaged by regularly sending email newsletters to them know about your events, updates, promotions, and more. 
    Before proceeding to create newsletters, however, make sure your subscribers give you explicit permission to regularly send emails. Skipping the opt-in feature will hurt your brand. Apart from risking being blacklisted, you will risk violating the CAN-SPAM and General Data Protection Regulation (GDPR) if you do not use the opt-in function properly.

La Mer

Source: La Mer

  • New Product Announcement – When done correctly, new product announcement emails can be an exceptional driver of revenue. But just because you’ve got a list of interested customers, doesn’t mean you must stop putting effort in creating this type of email. 

Foo Fighters Announcement

Source: Foo Fighters

Remember that the goal is to build suspense around your new product or service. Include compelling images or other media to spark a desire to try your new offers. 

Videos are also a great way to tease a product. In fact, 86% of online marketers already using video content to boost their sales and profit. When incorporated in email marketing campaigns, videos can boost click-through rates by 200-300%. Just make sure to keep it no longer than two minutes and include the word “video” in your subject line to let your customers know what’s to come. 

  • Testimonial Email – Nothing speaks credibility than testimonials or case studies. Make it easier to gain your customers’ trust by presenting videos where your satisfied customers talk about the many benefits of working with you. 
    Don’t rely purely on text-based emails. Given that humans are visual creatures, you can use a mix of both compelling images and a short video to present social proof. 
  • Survey Email – Survey emails are an effective way to collect valuable information from your already interested audience. It also shows them your sincerity in improving your products and services, which helps in gaining their trust.
    You’re asking your customers to spare their time to help your brand. In return, it will make them feel better if you include incentives for taking your survey, such as discounts on future purchases or codes to enjoy free shipping.

Dropbox Survey Email

Source: Equinox

3. Know When to Send Your Emails

Based on an analysis of over three billion emails, here are the best and worst days to send emails:

Best days for email marketing

  • Best day for highest email open rates: Thursday
  • Best day for highest click-through rates: Tuesday
  • Best day for lowest unsubscribe rates: Sunday or Monday
  • Best day for highest click-to-open rates: Saturday
  • Best day for lowest bounce rates: Monday

Worst days for email marketing

  • Worst day for lowest email open rates: Sunday
  • Worst day for lowest click-through rates: Sunday
  • Worst day for highest unsubscribe rates: Wednesday
  • Worst day for lowest click-to-open rates: Monday
  • Worst day for highest bounce rates: Friday

Recognize the three Ingredients of a Compelling Email

Follow these tips for crafting the best email strategies:

1. Base: Relevant Content

Relevant content is the base of any great email marketing campaign. Remember that 72% of marketers say content marketing increases engagement. When done right, your emails can boost your ROI in ways you never thought possible.

Make sure to always include valuable information, discounts, recommendations, or any content your subscribers will love when crafting your marketing strategies.

2. Mixer: Personalization

Personalized emails generate a median ROI of 122%. If you want to boost your open rates, make your subscribers feel involved and welcomed by addressing them using their first names. 

But personalization doesn’t just mean you need to include their name on the subject line. You can integrate their location, behavior, and past purchases to attract their attention and drive them to act.

3. Final Touch: Automation

Given that 75% of email revenue is generated by triggered campaigns, it’s safe to say that automation elevates any campaign to become a more efficient revenue stream.

By sending time- or action-triggered emails, you’re reaching your customers right when and where they need you most. 

For more tips on how to write persuasive emails, check out Triggerbee’s article about the psychology behind what makes people click and buy.

BONUS: How to Increase Your E-commerce Brand’s Open and Click-through Rates

If you’re an e-commerce business owner, here are tips and tricks that will absolutely boost your email opens and click-throughs:

  • Drive Urgency With a Countdown Timer in Your Email – “Hurry!”, “Act now! Limited offer only!” Do these phrases sound familiar to you? If so, it’s because most marketers use this trick to drive their customers to act fast. 
    Creating a sense of urgency is a great way to tap into your consumers’ motivations. Make it clear to your customers that they’re missing out on something if they don’t buy your product or subscribe to your service. And what’s a surefire way to drive urgency? Creating a countdown timer. Check out the sample below:

Gusto Restaurant Countdown

Source: Gusto Restaurant 

  • Incorporate Videos in Your Emails – Video is now one of the most in-demand forms of marketing. It’s easier to digest, can be accessed whenever and wherever consumers want it, and ideal when targeting people with on-the-go lifestyles.
    It’s also worth mentioning that 64% of consumers are more likely to purchase a product online after watching a video. If you want to catch your customers’ attention, create killer yet short videos highlighting your new products. It can be a form of a teaser video, explainer video, or even a social proof video. 

Summary

It’s no secret that email marketing drives conversion better than other channels. If you want to attract the right audience, personalize your communication approach, and automate your campaign to send time-, behavior-, and action-triggered offers, email marketing is the way to go. 

Om Faye Napigkit

Faye Napigkit is a Senior Demand Generation Coordinator over at Campaign Monitor.