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08.26.2010

Four Ways to Boost Your Email Marketing ROI

The difficult economic conditions have put a strain on businesses to find new ways to generate revenue. The good news is that marketers are having success and good return on investment (ROI) with email marketing. In fact, research indicates only two marketing tactics received an increase in budget in 2009: email marketing and social media. Whether you’re starting a new email campaign or you’ve had one in place for years, it’s important to assess and evaluate your results to determine where there’s room for improvement. In my recent blog, I provided a few details on ways to improve email open rates, but to further improve your ROI consider the following tactics. Lists: --Leverage trade show contacts and other leads. Often, poor open rates are the result of outdated lists. Consider promoting your email campaign at trade shows or industry events to further build your lists. For example: --Give attendees an incentive to sign up for your emails at your booth. “Entrants win an iPad by signing up to receive our eNewletters.”  Design: --Include the most important information first. More than half of email recipients use a horizontal preview pane; therefore it is vital to have imperative information in the top four inches. --Make sure emails are aesthetically pleasing and encourage engagement. For example: --Use a “read more” button instead of the linked text, so interested readers can find the call to action quickly. --Break up sections with headlines for skimming. --Include a few images to break up text further. --Make sure the call to action is obvious and easy.  Frequency & Messaging: --Make sure you’re sending email messages on a consistent basis. But be careful not to bombard your readers’ inboxes with unnecessary messaging. Your email should always have a purpose. --Try conducting a short survey to determine your readers’ level of interests. Offer an incentive to entice readers to complete the survey. --Send welcome messages to new prospects to introduce them to the brand. For example, immediately follow up on new leads with a welcome message. Social Sharing: --Consider including social sharing icons like Facebook, Twitter, LinkedIn, etc. on each email. This allows the recipients to share your email on their personal social platforms thus increasing the reach of your messaging.

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