Tips to Improve Email Marketing ROI

Email remains a very valuable channel for retailers. In a survey conducted by eTail, retail executives report that email accounts for 17 percent of their total digital budgets, while generating 24 percent of their total revenue.

Email serves many purposes for retailers, including being a central part of the unified brand experience. It can be used to collect valuable customer data.

To make the most of your email marketing efforts, check out Total Retail’s “Top 10 Email Best Practices for Retailers.” Here’s a sneak preview of some the tips you'll get in the report:

1. Testing: You won’t know what subject line to use, when to send a campaign or what call to action is most successful if you don’t test. Some email service providers have built in testing features. If yours doesn’t, create random cells from your email list to serve as your test sample. Furthermore, continuously testing different email components (design, call to action, subject line) to optimize performance.

2. Have mobile in mind: Gmail has 900 million users, and 75 percent of them check their accounts from mobile devices. Your email needs to be mobile friendly. For example, embed calls to action that are easy to see and click on it, and use responsive design so consumers can easily interact with your content.

3. Segment your audience: While you want some email campaigns to reach everyone in your audience, some are more successful when aimed at a specific group of subscribers. Subgroups can be broken down, for example, by age, gender, geographic location, behavioral data, among multiple other variables. Segmented emails drive 18 times more revenue and a 39 percent increase in open rates when compared to general, broadcasted emails.

You can get more email marketing tips by reading the full report here.