Email marketing, well executed, can have an ROI of up to 4,300%. For this reason, it’s not exactly an online strategy you should overlook. Especially in your SME. But there is a big difference between generating a huge amount of emails that don’t get results, and sending the right emails at the right time to the right contacts in your database.
{{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}
So, how can you get a good ROI with your emails?
The answer is with
engagement
. Sending an email for the sake of sending something to your contacts once in a while doesn’t keep their interest piqued. Don’t be fooled. You may not have thought about it, but your subscribers may appreciate that your newsletter is not sent weekly, for example, but monthly. It’s all a matter of running tests that allow you to analyze how often this engagement is better, that is, if you get more interactions or more visits to your posts, depending on how often you send this email.
On the other hand, all the emails you send are not from your newsletter, are they? In that case, you should not be satisfied with just opening these emails. To achieve good results, results that are measured in conversions, your emails must be able to add value to your readers as well as be effective.
And what is the basis of an effective email?
Determine the objective of your email to generate engagement
It seems obvious, but being clear about the purpose of an email is not always easy to determine. Do you really know why you send each of your emails, even your newsletter? If this is not the case, it is difficult to improve ROI, since it is one of the bases of an effective email.
So how do you determine a target? Pay attention. Remember the famous W’s of journalism? To have a clear objective in your emails, do this exercise, ask yourself:
Who? Who are you going to send your email to?
As we always say, the right segment of your contact database will always be more likely to be interested in the content of an email. Consider not sending emails to contacts that have low engagement, think about the content they were previously interested in, what their consumption habits have been to segment the perfect audience.
What? What do you want your recipients to do after reading the email?
You should be clear about this, because you may have written an important post that you want them to read. Maybe you need them to click on a CTA button to go to an important business page. Or maybe you want them to download an ebook or ask for a demo. Or even subscribe to your newsletter if they have not already done so.
When? When is it appropriate to send the email?
It all depends on whether your segmented list is ready for the next step, i.e. what you want it to do. When you send depends both on the moment in the buying cycle as consumers of your contacts, as well as the best time of day that you should test based on their preferences.
Where? Where will your audience read the email?
The priority device your contacts use to open emails is critical. A responsive design of your email will always be a must when most of your contacts check their email from a mobile device. If a desktop computer is where your segments check their emails the most, then you should optimize the display of your emails on this device as much as possible.
Why? Why are you sending this email?
Remember that your mailing should not only benefit your SME, but also your contacts should be able to gain something in return. The answer is usually education. You educate your contacts when you offer information of interest in the form of a post, ebook, demo… And in return you get them to trust you and your products and/or services more, that is, they are more prepared to perform the action you want: the purchase.
As you can see, the email open rate says nothing if there are no worthwhile clicks. These rates are important, but you only get a real result when you stop to analyze the engagement of your emails. Therefore, the goal of your mailings should be to achieve a conversion of some kind that moves your interested contacts forward in their consumer lifecycle.
