4 Email Marketing Tips to Improve Your 2016 ROI
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4 Email Marketing Tips to Improve Your 2016 ROI

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Email marketing will be the channel that’s most invested in for 2016, says 76 percent of marketers (up 13 percent from 2015). In my previous article on email marketing tips, I gave six tips to increase your ROI on emails. In this post, I offer four additional tips as well as some remarkable statistics from recent studies that marketers should know.

Email is really the only channel that you completely own as a marketer. You have 100 percent control of your message: You control who it goes out to, when it goes out, and what the message says. Thanks to its relatively low cost, email delivers the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI.

Litmus Email Preview Tool1. Optimize Emails for Mobile

We live in an increasingly mobile world. More than half of emails (53 percent) are opened on a mobile device. Since this percentage will continue to grow in 2016, this is one of the biggest email marketing tips you’ll hear from me. If you’re not already proofing your emails on mobile devices, you should! Your customers will delete and even unsubscribe if emails don’t render well on their mobile devices. Litmus has an email preview tool that lets you preview your emails on over forty email clients and devices at once.

2. Survey Your Subscribers

It’s wise to survey your subscriber base at least once a year. Ask them questions like:

  • How often do you want to receive emails from us? Forty-four percent of subscribers prefer to receive marketing emails on a weekly basis.
  • Why did you subscribe to our emails, and what type of content do you want to see? BlueHornet says that 64 percent of the time, customers join a mailing list to be part of a loyalty/rewards program, and 39 percent sign up because they love your brand.
  • When do you want to receive our emails (day of week and time)? Unfortunately, there is no universal constant here, although a lot of data suggests Tuesday – Thursday between 8:00 a.m. – 10:00 a.m. Which brings me to my next point…

Never stop testing to see what gives you the best open and click-through rates (CTR). Typically, when constructing your email, less is more. In terms of CTR, three or fewer images and about twenty lines of text perform best. Additionally, according to Campaign Monitor, including a call-to-action button instead of a text link can increase conversion rates by as much as 28 percent.

3. Visit Personalization-Nation

With the increased adoption of marketing automation software, email personalization not only has become the norm, but it is expected from your consumer base. Your email list has come to expect this. Every time customers interact with a brand, they are looking for unique experiences, tailored to them.

If you’re using marketing automation, you can pull a ton of information that you can leverage to increase personalization:

Email Personalization by device, browser

Personalization and designing emails will become even easier thanks to interactive and kinetic emails, and modular templates. Machine learning will play a big part as well. Machine learning uses data to decide which content to show consumers based on their interaction with your website and emails.

A best practice with email marketing is to segment your email lists. A study from Constant Contact supports segmentation: Email campaigns sent to fewer than 35 subscribers (which suggests more personalization) saw an average open rate of 55 percent. This is a huge increase from the average open rate of 22 percent. Email campaigns sent to more than 7,500 subscribers or more (which suggests less personalization) saw an average open rate of a mere 14 percent.

4. Know the Data

Here are Tweet-able stats on email marketing you should know:

64% of companies rate email marketing as the most effective marketing channel. GetResponse

United States companies send 1.47 million emails per month. MarketingLand

77% of email ROI comes from segmented, targeted, and triggered campaigns. EmailMonday

The average email open rate for all industries is 21.73%. GetResponse

The average click-through rate in emails for all industries is 3.57%. GetResponse

55.5% of people expect companies to use content on the website they’ve consumed to personalize marketing emails. BlueHornet

53% of emails are opened on mobile devices. CampaignMonitor

75% of email subscribers say they are highly likely to delete emails that do not render well on mobile devices. TargetMarketing

Personalized emails improve click-through rates by an average of 14% and conversions by 10%. Aberdeen

49.5% of teams maintain a content calendar year-round and 18% only use a calendar to map out key selling seasons. Litmus

26% of companies do not have a pre-flight checklist before sending an email. 21% have an extensive checklist and 53% have a short checklist. Litmus

Only 6.6% of companies do not test the rendering and functionality of emails across email clients and devices before emails are sent. Litmus

8.6% of companies have only 1 person approving emails before emails are sent. Litmus

60.7% of companies have 3 or more people approving emails before they are sent. Litmus

In the past 12 months, 50.6% of companies had to send an apology email because of a mistake in an email. Litmus

1 in 5 companies report an ROI of 70-to-1 for their email marketing efforts. TargetMarketing

64.3% of customers subscribe to an email list to be part of a loyalty or rewards program. BlueHornet

43.8% of people want to hear from companies that send marketing advertising emails on a weekly basis. BlueHornet

75% of marketers are distributing their content via email. ALFInsight

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Email marketing tips with 19 email statistics that every marketer should know!

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