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6 Secrets to Unlocking Email Marketing ROI

6 Secrets to Unlocking Email Marketing ROI

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Published by Mailigen
It`s always a bit of challenge to create a successful email marketing campaign and demonstrate results. All successful marketing campaigns are based on numbers. We have collected the best tips for unlocking email marketing ROI and want to share them with you.
It`s always a bit of challenge to create a successful email marketing campaign and demonstrate results. All successful marketing campaigns are based on numbers. We have collected the best tips for unlocking email marketing ROI and want to share them with you.

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Published by: Mailigen on May 02, 2012
Copyright:Attribution Non-commercial


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Best practices in email marketing
6 secrets to Unlockingemail marketing roi
6 SecretS to Unlocking email marketing roi
All successul marketing campaigns are based on numbers. ALL. This is a common mistake or novice marketers. Assessing the ROI oremail marketing starts with understanding all marketing campaigns must ultimately deliver on reinorcing your sales strategy and busi-ness objectives. Email marketing is no dierent. Email is part o everyday business now, and email marketing is a critical tool or delivering
marketing objectives.So what is email marketing ROI? ROI is a measure o investment protability; a percentage return basedon investment not a measure o the investment size. Email marketing ROI is the same, a percentagereturn based on your investment in creating and managing email marketing campaigns. Accordingto MarketingSherpa B2C marketers report an average 256% ROI rom the email marketing chan-nel — pulling in $256 or every $1 invested. You can generate signicant ROI in your marketingeorts through email campaigns. Using our simple calculations you can easily see the returnon investment rom your email campaigns, based on your expected costs and response lev-els.Get the most our o your email campaigns with our 6 best practices to establishing aneective method or quantiying email marketing ROI.
1. planning2. Using third party tools3. assessing the VariaBles4. calcUlating roi5. increasing roi6. comparing resUlts
6 SecretS to Unlocking email marketing roi
1. planning
When planning email marketing campaigns, it is important to careully think through how you are going to measure your progressand how you will know i your email campaign is moving the needle closer to achieving your goals. The challenge in measuring emailmarketing ROI is in connecting the result to the goal and associating the costs involved. When optimized, email marketing outperormsmost marketing tools with higher ROI. According to research conducted by the Direct Marketing Association, email marketing was ex-pected to generate an ROI o $42.08 or every dollar spent on it in 2010 and 72% o r
espondents to an Econsultancy survey in early 2011described email’s ROI as excellent or good. Only organic SEO scored better in their survey.For an extensive guide to planning your emailmarketing campaigns use our Framework:Email Marketing Planning GuideLearn more about Google Analytics tips or trackingemail marketing campaignsPlanning is the key to seeing high returns rom your campaigns.In planning your email campaigns, take these actors into con-sideration or a high ROI outcome:Crat a clear message with one call to actionUse a clean, permission based email listLeverage your list segments or a highlytargeted audienceCreate great content with a strong subject lineTest the message beore you send it out
2. Using third party tools
You can use reports and tracking tools to better understand your campaign income and how you are spending your budget. Becauseemail campaigns attract visitors to your site, you can use Google Analytics to tag email campaigns with campaign tags to track how welleach email perorms. Campaign tags are available through the Mailigen solution to automatically add inormation to apply campaigntags to links within the email. When clicked, the tag passes inormation to Google Analytics and you can analyze the perormance o eachemail link. This allows you to optimize your campaign and track your ROI. Google Analytics oers several important capabilities you canuse to increase your email perormance.Advanced Segmentation:Google Analytics provides precisiontools to analyze specic data elements and gain a deeper un-derstanding o your customer. All advanced segment templatesare associated with visits data and Google Analytics oers outo the box segmentation or customized segmentation. In cus-tomizing your segments start by thinking about the segmentthat you want to design and what kind o visits it will include.You can identiy the appropriate dimensions or metrics or yoursegment. For example, i you only want to see visits with two ormore unique purchases in your reports, you would choose the‘Unique Purchases’ metric. Use the advanced segmentation ea-ture to identiy key trends and behaviors to anticipate and reactto your customers.Goals:Goals are a page view - serving as conversions or yoursite, like a thank you page. Goals can be used to track newslet-ter signups, email list subscriptions and contact orms. Goals use“unnels” to design a path you expect visitors to take on their journey toward converting to the goal. Funnels in an ecom-merce goal can include landing pages or the checkout process,or unneling a customer to your newsletter sign up orm.eCommerce:Google Analytics collects two categories o e-commerce data: transaction data and item data. The transactiondata identies the elements o the overall transaction. The itemdata species the items purchased in the transaction. This datacompiles into Google Analytics reports. Using the data elementsavailable, you can vastly increase your segmentation and tailoryour email marketing messages based on the preerences o the

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