With all the digital marketing tools available at your disposal, you may be wondering if email marketing is still working. To be precise, YES!

Now, the question is WHY Email marketing = ROI is still being strongly considered. The reasons are as follows.

• Email has a user base of over 4 billion people
• The global e-mail marketing market is projected to reach $17.9 billion by 2027
• 306 billion emails are sent and received each day
• 21% of emails are opened within the first hour of delivery
• Email marketing ROI is 4200% ($42 for every $1 spent).
• Email is 40% better at converting compared to Facebook and Twitter
• 40% of B2B marketers claim that email newsletters give them maximum returns in their content marketing strategy.
• Marketing and advertising emails influence the buying decision of 50.7% of customers.
• Email marketing is mostly used for lead generation (85%), sales (84%), lead nurturing (78%), and customer retention (74%).
• Marketers who used segmented campaigns noted as much as a 760% increase in revenue.

Common Mistakes in Email Marketing

Every week, we all receive a bunch of emails. It takes only a few microseconds to decide whether we’d open the email or it is sent straight into our spam or trash folders. Even with email marketing’s popularity, many companies can’t get them to click the CTA. A good move for companies is to get assistance from expert digital marketing agencies like Parashift in capturing the reader’s attention and getting maximum ROI from the email campaign. While you develop strategies to increase the open and click-through rates, here are a few common pitfalls to avoid.

Incorrect email address: If your well-designed campaign is sent to email addresses that are non-existent, incomplete or simply incorrect, your “return on efforts” is low or negligible.

Too few or too many emails: An optimal number of emails in the campaign gives you a higher probability of conversion.

Not mobile-friendly: 85% of email opens are from mobile devices. If your email copy, video and graphics are not optimized for mobile viewing, it is likely to go unseen.

Not using professional help: Companies that avoid involving marketing agencies in their email campaigns fail to maximize the traction that can be gained.

A three-step approach to effective email marketing is:

• 1. Know your audience well: Target the specific needs and understand the apt time for them to receive the message
• 2. Make it attractive – Use personalization in content and use graphics, and emojis to get the complete impact
• 3. Monitor, learn and reapply – Use KPIs to understand your campaign’s performance and apply the learnings to the future campaigns

Best Practices for Making the Most Out of Email Marketing

1. Who to email and how to build lists

Quality over quantity. Build a database that you need to target. Filter them, pick and sort them into relevant lists based on your intention and campaign. While it may be tempting to purchase email addresses or leads, your company could face the heat if the email is not compliant with certain privacy policies like GDPR. When you organically and ethically collect email addresses from your website or ads, you gain by directly knowing your audience’s interests.

2. Invest in tools with good returns

Schedule the emails for when they are more likely to read (rather than just open) them. Email automation can simplify your work. Good quality email marketing tools reveal how successful your last campaign was. Knowing the past performance, you could repeat, experiment or follow the suggestions of the tools for the best results.

3. Know your audience

Personalization can go beyond just mentioning someone’s first name. Research shows that customers are much more likely to open emails that are relevant to their wants, needs, and interests. For instance, Tuesdays and Thursdays are said to be the best time to send out emails. But is it the best for your target audience?

Going back to your database and the tools, you’re likely to understand the best time of the day, week and season to connect with your prospects.

4. Experiment with content

At times, all guidelines and suggestions may not fetch you the desired outcomes in terms of conversion. Being flexible and using your experience with other projects bring bigger benefits. A/B testing is a popular technique to gauge the impact of two variations in a single campaign. It could involve sending different subject lines, templates or graphics. A/B testing is a great way to improve the open and click-through rates of your emails.

5. Hire a digital marketing agency

It can be overwhelming to know where to begin in your aim to generate maximum value for your campaigns. When you work with a company like Parashift, email marketing specialists help you achieve every campaign goal for maximum ROI. We help you ideate and convey your brand and message to your target audience through inspiring and intelligent campaigns.

Conclusion

Whether your campaign runs on Tuesday at 8 a.m. or Friday at 4 p.m., you want the CTA in each of your emails to be clicked. In your quest to achieve maximum conversions from the most effective communication tool, you need the right assistance. We, at Parashift, come with our rich experience working with the latest marketing technologies for your company’s success. Get in touch with our experts today.

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