Make sure your team is not overlooking five easy things they can to do boost email marketing ROI.

1. Quick Wins:
5 Easy Things Your
Team Should do to
Boost Email ROI
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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:
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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).
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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
%
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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. 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.
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7. 03. SEGMENTATION
As already mentioned, generalized messages and offers are of limited interest to your readers. Try
segmenting your subscribers based on:
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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. 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. 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. 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. 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. 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..
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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!
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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
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