Compelling email ROI

One of our clients that utilizes many of our internet marketing programs was not excited about getting an email marketing program in place. Their reasoning was the fact they had tried it several times in the past, with no discernable results. Because we had implemented Google Analytics so that we could track such a campaign, we offered to test one campaign, track the results, and measure ROI. The first send showed a decent response, but we decided to resend to those that hadn’t opened the first message and the net result was an astonishing $28,000 in revenue from a $1000 email campaign. Not bad.

Email marketing is up 83% in spending for 2009. Many are sending out emails taking advantage of its effectiveness. With all the additional emails being sent out it is now even more important to give your emails the proper attention by sticking to the best practices so yours stand out from the riff raff.

• Having email authentication setup – increases deliverability, makes sure they get your email.
• Using HTML inline styling – only way to guarantee your email displays properly in all email browsers…and testing in all email browsers as well.
• Creating a template that not only looks great with the images on but when turned off as well. Most browsers automatically display emails with images turned off: make sure message can be viewed and understandable with no images on.
• Clear, simple subject line.
• Tracking – either through Google Analytics, unique 800 numbers, etc.

Following these best practices is a necessity in starting off an effective campaign but the big factor is providing relevant content.

Dr. Flint McGlaughlin, Director of MarketingExperiments says the main reason most people are turned off by an email campaign is not by how often they receive it but by the lack of relevant content. Right off the bat the viewer needs to understand what they are looking at, what their options are and why they should do it. If the consumer can’t answer these questions right away then the email needs to be re-evaluated.

The client example we spoke of above was effective because the offer was not only a great deal but because the viewer instantly understood what the offer was, when they could receive it and how to book it within seconds of opening the email. In this case, they also included a unique 800 to call so they were able to track how much profit the email pulled in.

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