Quick Wins:
5 Easy Things Your
Team Should do to
Boost Email ROI

www.adestra.com
The Econsultancy email marketing industry census 2013 found that marketing
isn’t all about strategic improvements with a p...
01. PERSONALIZATION
Generic emails create a lukewarm response. Use the
information your subscribers have supplied to perso...
01. PERSONALIZATION
Generic emails create a lukewarm response. Use the
information your subscribers have supplied to perso...
02. SUBJECT LINE A/B TESTING
Different words have different results. If you are having
problems convincing readers to open...
02. SUBJECT LINE A/B TESTING
Different words have different results. If you are having
problems convincing readers to open...
03. SEGMENTATION
As already mentioned, generalized messages and offers are of limited interest to your readers. Try
segmen...
03. SEGMENTATION
As already mentioned, generalized messages and offers are of limited interest to your readers. Try
segmen...
03. SEGMENTATION
As already mentioned, generalized messages and offers are of limited interest to your readers. Try
segmen...
04. DATABASE LIST CLEANSING
Sending email to defunct addresses will lead to a distressingly
high failure rate. These failu...
04. DATABASE LIST CLEANSING
Sending email to defunct addresses will lead to a distressingly
high failure rate. These failu...
05. MOBILE DEVICE
OPTIMIZATION
More email is now read on smartphones and tablets than on
desktop computers. If your email ...
05. MOBILE DEVICE
OPTIMIZATION
More email is now read on smartphones and tablets than on
desktop computers. If your email ...
IMPROVE YOUR EMAIL MARKETING ROI NOW
Here are the five tips again:

01. Get personal.
02. Implement A/B subject line testi...
Need further tips on improving email
marketing ROI? Find them in this
free eGuide: Email marketing ROI
is plateauing – sho...
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Quick Wins: 5 Easy Things Your Team Should Do To Boost Email ROI

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Quick Wins: 5 Easy Things Your Team Should Do To Boost Email ROI

  1. 1. Quick Wins: 5 Easy Things Your Team Should do to Boost Email ROI www.adestra.com
  2. 2. The Econsultancy email marketing industry census 2013 found that marketing isn’t all about strategic improvements with a payback over many months. HERE ARE FIVE WAYS TO BOOST YOUR EMAIL ROI NOW: www.adestra.com
  3. 3. 01. PERSONALIZATION Generic emails create a lukewarm response. Use the information your subscribers have supplied to personalize their emails. Ensure that you use the subscriber’s name, and only include offers that will be of interest (see Segmentation for more). www.adestra.com
  4. 4. 01. PERSONALIZATION Generic emails create a lukewarm response. Use the information your subscribers have supplied to personalize their emails. Ensure that you use the subscriber’s name, and only include offers that will be of interest (see Segmentation for more). Aberdeen Research Personalized emails improve click-through rates by 14% and conversion rates by 10%. 14 % 10 % www.adestra.com
  5. 5. 02. SUBJECT LINE A/B TESTING Different words have different results. If you are having problems convincing readers to open your email, try testing different subject lines and comparing results. Record the results of each variation and apply the most successful to future campaigns. Improved email opening rates is the first step to improved email ROI. www.adestra.com
  6. 6. 02. SUBJECT LINE A/B TESTING Different words have different results. If you are having problems convincing readers to open your email, try testing different subject lines and comparing results. Record the results of each variation and apply the most successful to future campaigns. Improved email opening rates is the first step to improved email ROI. Adestra Do many A/B tests. Let’s face it: chances are, your first A/B test will turn out a lemon. But don’t despair. An A/B test can have only three outcomes: no result, a negative result or a positive result. The key to optimizing conversion rates is to do a ton of A/B tests, so that all positive results add up to a huge boost to your sales and achieved goals. www.adestra.com
  7. 7. 03. SEGMENTATION As already mentioned, generalized messages and offers are of limited interest to your readers. Try segmenting your subscribers based on: www.adestra.com
  8. 8. 03. SEGMENTATION As already mentioned, generalized messages and offers are of limited interest to your readers. Try segmenting your subscribers based on: Interest. Previous purchase history. Age. Location. Or any other common factor. Then create emails tailored to these interests. The email marketing ROI improvements will be impressive. www.adestra.com
  9. 9. 03. SEGMENTATION As already mentioned, generalized messages and offers are of limited interest to your readers. Try segmenting your subscribers based on: Interest. Previous purchase history. Age. Location. Or any other common factor. Then create emails tailored to these interests. The email marketing ROI improvements will be impressive. 2013 Blackbaud Online Marketing Benchmark Study for Nonprofits Response and clickthrough rates in nonprofit email campaigns declined by 16% and 18.7%, respectively, from 2012; declining response rates illustrate a saturated channel with nondifferentiated messaging and campaigns www.adestra.com
  10. 10. 04. DATABASE LIST CLEANSING Sending email to defunct addresses will lead to a distressingly high failure rate. These failures: Are a waste of resources. Skew your email marketing ROI statistics. Cleaning up your mailing list will help ensure your messages are getting delivered to your customers and give a true understanding of your email ROI. www.adestra.com
  11. 11. 04. DATABASE LIST CLEANSING Sending email to defunct addresses will lead to a distressingly high failure rate. These failures: Are a waste of resources. Skew your email marketing ROI statistics. Cleaning up your mailing list will help ensure your messages are getting delivered to your customers and give a true understanding of your email ROI. 38 Circle Research % Database accuracy improves email marketing effectiveness by 38%. www.adestra.com
  12. 12. 05. MOBILE DEVICE OPTIMIZATION More email is now read on smartphones and tablets than on desktop computers. If your email does not take account of this through improved design and layout, your marketing budget is not being spent effectively. www.adestra.com
  13. 13. 05. MOBILE DEVICE OPTIMIZATION More email is now read on smartphones and tablets than on desktop computers. If your email does not take account of this through improved design and layout, your marketing budget is not being spent effectively. 68 Nielsen Mobile Consumer survey % 68% of UK smartphone owners used their device to check email in the past 30 days.. www.adestra.com
  14. 14. IMPROVE YOUR EMAIL MARKETING ROI NOW Here are the five tips again: 01. Get personal. 02. Implement A/B subject line testing. 03. Send emails based on segmentation. 04. Get your email data in order. 05. Optimize your emails for mobile. The Econsultancy email marketing industry census 2014 report is due out imminently and is expected to show improvements for businesses which have already adopted these five quick win tips. Together with the Adestra team, Econsultancy Research Director Linus Gregoriadis is hosting a free webinar to discuss the findings of this latest research and the effect it will have on your business - register for more information now! www.adestra.com
  15. 15. Need further tips on improving email marketing ROI? Find them in this free eGuide: Email marketing ROI is plateauing – should you invest in mobile and social media marketing?. www.adestra.com Email Marketing ROI Plateaus: Should You Invest in Mobile and Social Media Marketing? Download Now www.adestra.com

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