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10 Tips for Boosting Email Marketing ROI

10 Tips for Boosting Email Marketing ROI

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Published by Mailigen
How do some organizations gather and maintain extensive email marketing lists? Good list management practices are the key to building and maintaining a great email marketing program. If you are starting a list from scratch, importing a spreadsheet or migrating from one email marketing tool to another we offer some tips on how to increase your email subscriptions through list management tactics.
How do some organizations gather and maintain extensive email marketing lists? Good list management practices are the key to building and maintaining a great email marketing program. If you are starting a list from scratch, importing a spreadsheet or migrating from one email marketing tool to another we offer some tips on how to increase your email subscriptions through list management tactics.

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Published by: Mailigen on May 03, 2012
Copyright:Attribution Non-commercial

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BesT PracTices in email markeTinG
10 TiPs For BoosTinGemail markeTinG roi
 
Calculating the ROI or marketing programs has to start with how people are responding to your marketingeorts. Email marketing ROI is about delivering the right campaigns to the right people at the right time.Your investment should drive email recipients to respond positively to your call to action. Email marketinglets marketers track who opens the email and clicked through the links. Low open rates are rustrating andmarketers are always looking or ways to increase the return on email marketing eorts.
 The best email marketing tools provide robust analytic capabili-ties giving marketers the ability to understand real time resultso their marketing eorts. However, it is important to know whatto measure, when to measure and how to use the data rom themeasurements to drive better outcomes. Spend time studyingyour email marketing analytics and making small tweaks to yourcampaigns over time to drive incremental improvements.Once you have set up the tracking ability, you can use somesimple calculations to determine ROI to determine which cam-paigns were most eective.Comparing campaign data can be an exceptional means toimproving your email marketing programs. Campaign datacan be compared across your campaigns or within the sameprogram to reveal insight. Report data like open and click rates are useul or each campaign, however when you dig into the results o each campaign and compare those resultsover time you get real insight. Analyze trends and use com-parison reports to see exactly what works and where youneed to improve.By leveraging comparisons, you can quickly see what con-tent and sending pattern your subscribers nd relevant andwhat leaves them uninspired.
Some suggested comparisons include:
OpensClicksBouncesUnsubscribesSpam complaints Time o day, week, month, year:look or trends by hour, season, eventCall to Action responses
TiP 1:moniTor analyTicsTiP 2:comPare camPaiGn rePorTs
 Try these ten simple tips to boost your email marketing ROI:
 Return on investment: Net revenue / costRevenue per email sent: Net revenue / # o emails sent
 
GooGle AnAlytics ecommerce
In Google Analytics eCommerce, you can gather dataabout purchases and thereore customer preerencesrom a Thank You page with implemented trackingcode. By using use this eature, you can create and selectthe segments in Google Analytics and capture visits andpurchases rom the email. Many marketers also create asegment to link revenue to email campaigns, and thendo a comparison analysis between email campaigns ordierent marketing channels, SEO, PPC and social to ndtheir most eective marketing channel.
GooGle AnAlytics GoAls
Goals are a page view - serving as conversions or yoursite, like a thank you page. Goals can be used to track newsletter signups, email list subscriptions and contactorms. Goals use “unnels” to design a path you expectvisitors to take on their journey toward converting to thegoal. Funnels in an ecommerce goal can include landingpages or the checkout process, or unneling a customerto your newsletter sign up orm.
TiP 3:inTeGraTe GooGle analyTics
Email marketing reporting tools can only ollow subscribers upto the point where they click-though the call to action buttonand land on the website. Then web analytics takes over. UsingGoogle Analytics can increase the reporting capabilities o yourESP and provide you with more insight on the relevancy andresponse o your email marketing campaigns. Increasing rele-vancy will ultimately increase your subscriptions and subscriberresponse rates. Typically, marketers using Google Analytics arebetter able to gain click through and conversion insight by emailmarketing campaigns. The data provides better understandingo subscriber behaviors, which allows marketers to specicallytarget messages to their audience.Google Analytics will specically track the pageviews o thesubscribers that clicked through the call to action in your email.You can directly measure their behavior ater hitting the land-ing page and you will know which converted to your oer, theother inormation they reviewed and any other action they took on the site. Reviewing the subscriber behaviors will help youdevelop more relevant email messages and landing pages or abetter ROI.Google Analytics oers several capabilities you can use to boostemail marketing ROI. Conversion tracking - eCommerce andGoals are some o the best tools to determine marketing cam-paign revenue. Use conversion tracking in Google Analytics tocollect two categories o ecommerce data: transaction data anditem data. The transaction data identies the elements o theoverall transaction. The item data species the items purchasedin the transaction. This data compiles into Google Analytics re-ports. When sending your email campaign through Mailigen,you can create a Google Analytics UTM code and add it to all thelinks in your email message. Once sent, the inormation or eachclick is stored in your Google Account and can be identied bythe UTM tags: source, medium and campaign. Once the data isready, you can createadvanced segmentationby using criteriarom the UTM tags such as “source = email”. I you have alreadyset up Google Analytics Goal tracking on your website, you mayactivate segments in the reports and view how much o the seg-ment has reached the goal or conversions.Using the data elements available, you can vastly increase yoursegmentation and tailor your email marketing messages basedon the preerences o the customer.

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