5 Ways to Improve Your Email Marketing ROI

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A Killer Subject Line

Grab your readers' attention with a killer subject line.

Your subscribers are quickly scanning their inboxes, so your subject lines should always be clear, compelling and concise. Quick tip: A subject with more than 32 characters will get cut off when viewed on an iPhone.

And if you have a nasty case of subject line writer's block, look no further than your own inbox for inspiration. Why did you open the last three emails you read? Apply that insight to your own campaigns. Finally, don't forget that most browsers will pick up your first line of preheader text in addition to your subject line – many companies make the mistake of not customizing this valuable piece of inbox real estate.

How many emails arrived in your inbox today? What about yesterday, or this week in total? And out of that number, how many emails did you actually read? Email is one of the most valuable tools at a marketer's disposal, but only if it's relevant to their audience. Otherwise, it gets ignored.

The right message delivered to the right person at the right time can help brands lift conversion rates, expand audiences and encourage customer loyalty. The trick is collecting the data needed to power a successful email marketing campaign, applying that data to your target market, and ultimately cutting through the sea of irrelevant email blasts (ick) and advertising-heavy online communications your contacts receive on a daily basis.

When executed properly, an email marketing strategy can result in a 4300 percent return on investment (ROI). If you're not seeing that kind of return, give these tips, identified by Cynthia Price, director of marketing at Emma, a try to boost your results.

Cynthia Price is director of marketing at Emma, an email-marketing company. With an extensive background in sales and marketing, Cynthia represents Emma at conferences across the country, where she can be found geeking out about everything from subject lines to audience segmentation.

 

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