Why, How and What: Measuring Email Marketing ROI

Every year, marketers test out new apps, software and distribution channels to find the most effective avenues for their marketing promotion. And let’s be real, every day we could look online and find a new tool to try out. The options are endless.

Yet, every time, we come back to our one tried-and-true: email marketing.

As I’m sure this is all too familiar for you, I constantly get asked from non-marketers why we “spam” inboxes over and over again. Insert long pause…and a sigh here…

We aren’t sitting behind a desk contemplating how we can trash your inbox, though I guess that could be fun.

We return time-and-time again to email marketing because it is proven to work. It is proven to capture attention for a few different reasons:

1. Everyone is on the go

Whether we’re on the go for a job, or we’re off to see friends and family, we’re constantly on the move. We’re a generation of busy busy busy people so we’re always on our phones. And though we may have 100 or so apps downloaded to our mobile, email is the one we will never ever get rid of.

I mean we all have that one friend who deletes Instagram, Twitter or Snapchat every other week, am I right? 

2. Business happens over email, phone, and in-person meetings

Every B2B business deal you’ve likely ever had has been successful due to email conversations, phone calls or in-person meetings to seal the deal. Most don’t see a Tweet and then sign on the dotted line committing to a cost of $6k/month retainer.

In fact, 86% of professionals prefer to use email when communicating for business purposes.

3. Email is multi-generational

Though some may say Baby Boomers aren’t always the most tech-savvy, or younger Millennials, even Gen Z’ers, may be more social media adept, it’s been proven that all generations are on email. So many of us are on an email that 99% of us check it every single day—sometimes up to 20 times a day.

Needless to say, we’re on it a lot.

Even with the explosion of new technologies, marketers keep coming back to email. The reason for that is clear—email marketing continues to deliver the highest return on investment (ROI).

How high you ask?

According to the Direct Marketing Association, for every $1 spent, email marketing generates $38 in return on investment (ROI). Woah man—that’s a lot.

So how can we maximize our email marketing campaigns to generate the best results? 

Test and analyze

Repeatedly test, test, test. A/B testing can be tedious and time-consuming, and when you’re working with a smaller list size, it can feel a little useless-- when really, it’s worth it. A/B testing can help you reduce bounce rates, tell you more about your customers, increase conversions and best of all, it’s crazy cost-effective. 

Write like a human

The more personal your email, the less salesy it sounds, the more you take your marketing hat off, the better. Marketing emails can be spotted from a mile away. For example, 

--

Hi, FIRST NAME,

I work for 41 Orange and we ultimately specialize in generating revenue for your business through both outbound and inbound marketing. Would you like to learn more about our business?

Register for our webinar next Thursday and get your learning hat on! 

Save Your Seat Today! I look forward to seeing you there.

SIGNATURE

-- 

Yikes… I’m just going to leave that there.

Segment your lists

When you understand where your prospects came from, you can spend less time educating the masses and more time nurturing different stages in the funnel. If your prospects are interested in content, send them more info on content marketing. If your prospects are interested in sales, send them content on sales. Or, invite them to sales training sessions or events. The more targeted you can get, the higher your return will be.

Optimize for mobile

I’m no developer, that’s for sure, but I do know that if my email isn’t rendering well on my iPhone, I can’t send this email. How many times have you received an email, or even opened up a landing page on your mobile to have to play around with the scrolling and you can’t read an entire sentence in one single view?  It’s honestly painful and happens too much.

When 56% of emails are opened on a mobile device, there’s no avoiding the inevitable mobile optimization needed.

When we maximize email marketing campaigns, we can expect real business results, like:

Increase company revenue

By 2020, the number of email users is estimated to grow to about 259 million. And revenue from email marketing continues to grow year-over-year.  If this is the best communication tool for B2B marketers, and the numbers are continuing to increase, logically email marketing is a sound tactic in your future.

Improved sales conversions

Email marketing is designed to nurture leads. When leads get to sales before they’re ready, the chances of them converting drops significantly. When email marketing is done right, it helps nurture leads and move them through the funnel so they’re that much closer to making a purchase when they’re actually ready.

Increased web traffic

Generating traffic to your website organically is not an easy feat. In fact, according to HubSpot, 63% of marketers said generating web traffic was one of their biggest obstacles. 

When you have email marketing behind you, not only do you generate more traffic, you also generate more quality traffic. They may not be ready to buy, but they are more inclined to remember you moving forward.

Amplified brand awareness

With a tool like email, where you’re emailing the same people through the same channel multiple times in a week or month, you’re creating a consistent pattern that over time will create a stronger brand presence amongst your prospects.  Over time, you can establish a relationship, build trust and influence more conversions.

What tactics do you find the most successful in amplifying the ROI of your email marketing?

Get Your Grade

About the Author: Rebecca Smith

Rebecca Smith

With a background in B2B marketing, Rebecca specializes in inbound marketing and sales enablement. She has organized and driven successful lead generation strategies for medium-sized business for 5+ years. Rebecca holds two Bachelor’s degrees in Business Administration and French from Washington State University.

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