Email Marketing has had a very high and consistent ROI for several years, and it’s not going to change anytime soon!
Think of all the money you spend on marketing. Which of your marketing strategies returns $43 for every $1 you spend?
Bottom line, unless you have an effective email marketing strategy, non of your marketing has that kind of ROI.
If you’ve seen my training on the 3 Steps to Grow Your Business in 2013, you know email marketing was a big part of our increased success in 2012.
In 2013 I’ve been playing a lot with email marketing, and through my trial and error, I’ve been able to greatly increase our ROI.
I’m focusing on the Click Rate in this article because it’s pretty important! We had high open rates, but people weren’t clicking through to our website.
Why did I want a higher click rate?
The best place for people to learn about you and what you do is (should be!) your website.
In a recent post, Build a Community Platform – Part 1 of a Better Marketing Strategy, I wrote;
“Your website should be your home-base, the cornerstone of all your marketing components. The one location your “community” (target market, customers, etc) can learn about you, your company, your products or services, connect and engage with you, and ultimately do transactional business with you.”
Bottom line, I can convert more clients to referral partners and prospects to clients if I can get them to my website.
How I did it!
As a side note, our email marketing is powered by Mailchimp.
First I created 2 campaigns and took an equal number of subscribers from the same list and added them to the different campaigns.
Both campaigns were an RSS campaign which automatically pulled the content from this blog and put it into the email I designed.
Campaign One:
Sent an individual email for every article that was published in this blog. The email included the title and all the text from the article.
Campaign Two:
Sent an email every Thursday morning, with a summary of all the articles that were published on this blog over a weeks period of time.
The Results
The interesting thing about this test, the Open Rate was exactly the same, but the Click Rate dramatically increased.
Why campaign two excelled…
If you review the Example of Campaign Two, the recipient has multiple options, they get to decide what they are most interested in and focus completely on that.
With Campaign One, the recipient only had one option, and they didn’t have to leave their inbox to read the article if they were interested in it.
Other benefits to campaign two!
Additionally, Campaign Two allows me to better segment my list.
For example, if I have a subscriber that clicks only on one link, let’s say, A Bad Mobile Experience is Costing You Customers, now I can add that subscriber into another list that is focused on mobile marketing. Which improves my ability to better market my services on an individual level.
If you’re trying this approach, I’d love to hear about your results! Just let me know in the comments below!
If you need some additional assistance, don’t hesitate to contact me!