Is a 4000%+ Email Marketing ROI Good Enough for You?

Published by: Erica Sanford    |   Category: Blog, Mobile Email, Optimization    

Email Marketing ROI

Look no further than email marketing to find the answer to what will generate a 4000%+ ROI (Return on Investment). Hands down, email marketing is the most cost effective and efficient marketing channel at your disposal. So you ask yourself, “Why aren’t I making a 4000% ROI on my email campaigns”? The answer is simple, mobile. That’s right mobile – a smartphone is killing your chances of garnering the huge ROI numbers you should.

Let’s look at what you’re doing wrong or not doing at all.

Consider these statistics; 58% of all US adults own a smartphone.

Here’s the breakdown by age groups:

  • 18-29     83%
  • 30-49     74%
  • 50-64     49%
  • 65+         19%

Now consider that 66% of emails are opened on mobile devices and of that, 38% are opened on an iPhone. More people open their email on an iPhone versus a PC as a whole, which is 34%. Personal and business lives are melding together into one device and everyone, including your competitors, are competing for attention.

Optimizing your emails for mobile devices is a sure way to get ahead of the curve with studies showing that only 11% of emails are optimized for mobile. Lack of mobile optimization is stopping you from converting readers into leads and leads into sales.

While 69% of smartphone users will quickly delete an email that is not optimized for mobile, 61% of smartphone users will immediately leave a website that is not mobile friendly. An email marketing campaign is only as successful as the revenue it generates.

The 5 most relevant and important steps to take moving forward are:

  1. Design for mobile users. Ensure you design your email creatives to be responsive.
  2. The majority of mobile email clients, including the iPhone’s native mail application, have images enabled by default. Can a user go into their settings and turn them off? Sure, but most people don’t take the time or extra step to do so.
  3. Make sure your call to action is clear and in their face. Make it a bold, obvious statement. This is an important step and not just for mobile email campaigns.
  4. Make sure your unsubscribe link is not to close to your call to action. Making this critical error can cause your loyal customer to opt-out.
  5. Ensure the email addresses in your list are valid and deliverable. Sending to dead or undeliverable email addresses is nothing more than a waste of time and can irreparably damage your IP reputation. Be sure to clean and validate your email list at least twice per year.

The best advice I can give is test your email creatives to your own smartphone. Be sure it is appearing correctly and displaying properly on both iPhone and Android devices. After you have tested your responsive email design and you are sure it looks right and displays properly, then and only then you can deploy it to your newsletter or customer list. If you have followed these basic steps, you should see a big jump in your open and click rate as well as conversions and ROI.