Posted: 15.02.2017

A strong email campaign can deliver an ROI to rival that of virtually any marketing tactic, with returns as high as $44 for every $1 spent in some instances.

That’s because email gives you a direct means of reaching your audience. Social media marketing campaigns are rarely as effective. Customers tend to be exposed to a large volume of content when using social media, making it easy for them to overlook your ads.

Email, on the other hand, reaches customers who’ve typically already expressed interest in your brand. But that’s not to suggest that all campaigns deliver a positive ROI. Marketers still need to keep certain essential criteria and marketing designs in mind to make the most out of their investment. Points like these:

What a Positive ROI Email Campaign Should Include

Strong Subject Lines

Subject lines are so important that nearly half of internet users report deciding to open an average email based on it alone. These elements need to get a customer’s attention, but they also need to be honest. Brand loyalty suffers when a subject line has a “clickbait” quality, promising content that the message itself doesn’t deliver.

Automation

Using tools to automate your email marketing campaigns saves you time and ensures your messages are delivered on a consistent schedule. This boost in efficiency allows marketing teams to focus on enhancing campaigns instead of just maintaining them.

Clean Email Lists

Make sure you’ve validated your email lists before starting a campaign. Use an email checker, because if you send too many messages to invalid addresses, you could end up flagged as a spammer by your email service provider.

Simplicity

Customers checking their email accounts don’t have time to navigate through very many features or elements of a message. Restrict CTAs to a minimum of two per email, keep text brief most of the time, and organize the content so it’s easy to consume on both desktop and mobile devices.

What a Positive ROI Email Campaign Should Not Include

Large Content

None of your email content should be more than 650 pixels wide. That’s because most emails get read on mobile devices these days.

Obvious CTAs

Customers don’t like it when it’s obvious you’re selling them something. They want the email to contain truly valuable content. Thus, your CTAs should be subtle. Avoid huge fonts or garish designs.

Standardized Content

An effective email marketing campaign serves to cultivate brand loyalty with new customers while maintaining it with old customers. Make sure you’re not sending the same emails to all the same customers. Segment your lists to ensure that all your customers receive messages that are relevant to their needs.

Static Strategy

If you’re lucky, your email campaign will be exactly as successful as you hoped it would be from the moment you launch it.

Sadly, you can’t depend on that. It’s more likely that you’ll have to make adjustments to your strategy as you learn more about your customers. Make sure you’re constantly tracking open rates, conversion data, and more, so you can make any changes necessary.

Fortunately, by sticking to these basic principles, it’s very easy to spread brand awareness and boost brand loyalty through email. You don’t need to launch a campaign with your fingers crossed. You just need to make a plan and adhere to some basic suggestions. Doing so results in a major ROI.

Written by Rae Steinbach from Taktical Mail

Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing, of course.

@araesininthesun