5 Ways to Improve Your Email Marketing ROI

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Mobile Friendly

Make sure everything is mobile friendly.

More than 50 percent of email is opened on mobile devices, and checking email is the top activity on smartphones. With this in mind, ensure that your brand's emails – and every one of the website landing pages you're linking to – are optimized for mobile. For example, readers prefer to scroll down, not across, when reading email on a mobile device. Also, graphics and images should be optimized to load quickly and responsively.

If your email loads awkwardly on a customer's smartphone or your call-to-action (CTA) leads to an unwieldy page that's hard to navigate on mobile, you're going to lose customers' attention. You don't want all of your hard work to go to waste because it's too hard to see on a mobile device.

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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