Email marketing is one of the most cost-effective and popular digital marketing tactics available. Research shows that every dollar spent on email marketing yields a ROI of about $45.
But while many businesses have embraced digital marketing and used various tactics to grow their businesses, fewer have adapted their marketing to improve the ROI of their email marketing campaigns.
That’s unfortunate because, according to HubSpot’s Email Marketing Metrics Report, nearly all businesses are falling short of their ROI targets. The report states that only about 22% of respondents are achieving a positive ROI from email marketing, and 14% are reporting a neutral ROI. Meanwhile, more than half (53%) are experiencing a negative ROI. What’s more, marketers are spending more on email marketing each year, with 66% planning to increase their investment in 2018.
Clearly, email marketing isn’t a strategy that’s effective for all businesses. But since so many marketers are flocking to the platform, it’s an ideal time to develop an optimal strategy for maximizing your ROI.
Understand The Basics Of Email Marketing
As a marketer, you’ll soon find that email marketing isn’t exactly like typical online marketing efforts such as blogging, social media or paid ads. There are a few important differences that you need to keep in mind.
For instance, email marketing is one of the most effective ways to communicate with your audience. Instead of relying on your website to serve as a storefront or virtual brochure, you can send out targeted emails to promote a certain product or service. When someone subscribes to your email list, you’ll regularly receive an email from the company or person you’re corresponding with. This is highly beneficial because it provides you with an opportunity to build long-term relationships with your customers. When your customers have a positive experience with your brand, they’re more likely to buy your products or use your services in the future.
But establishing a direct line of communication between you and your audience isn’t the only benefit of email marketing. The content of your emails can be carefully planned and strategized to improve your ROI. For instance, you can use email marketing as a means of introducing a new product or service, promoting a special discount or event or even delivering valuable and actionable marketing analytics to inform future decisions.
How To Use Sharpspring To Improve Email Marketing ROI
What’s more, since email marketing is such a popular and cost-effective tactic, there are several SaaS platforms specifically designed for optimizing your ROI. One of the most popular and highly regarded services in this regard is [Title]: How to Use Sharpspring to Improve Email Marketing ROI
Sharpspring is the best choice for marketers who want to quickly build effective email marketing campaigns and want to see better results without needing to hire a team of marketers. To learn more, I interviewed James Heskett, Director of Business Development at Sharpspring, and asked him about the platform’s unique value proposition in the market today and why he believes marketers should consider using it.
What Is Sharpspring?
Sharpspring is a marketing automation and email marketing platform that was built to make email marketing more effective and affordable. On the surface, it appears to be simply another marketing automation tool. However, what sets it apart from others in the space is its emphasis on optimization and effectiveness. When you log in, you’ll see a dashboard that’s similar to a mailchimp dashboard, but with a few critical differences.
For starters, you won’t see any opt-ins or buttons that invite your audience to subscribe. Instead, you’ll see a handful of columns, including one called “open rates,” which tracks the total open rates of each email you’ve sent out. The more open rates you have, the more effective your email marketing is said to be. The platform will then provide you with a complete analysis of your email marketing performance and allow you to easily refine and optimize your campaigns moving forward.
Why Should Marketers Consider Using Sharpspring?
While other platforms may offer similar functionality, the design and interface of Sharpspring make it much easier for marketers to get their jobs done. If you’re looking for a tool that can quickly and easily integrate with your email marketing workflow, automate delivery of content and marketing campaigns or track the success of your email sends, then Sharpspring is a clear and obvious choice.
The platform also has a number of features that make it even more convenient for marketers. For example, you can create automated email campaigns that can be set to go out on a weekly, bimonthly or monthly basis. This makes it easy to keep momentum going without having to think about scheduling individual campaigns.
An Easier Way To Measure Email Marketing Success
As a marketer, you’ll quickly find that the success of your email marketing campaign is somewhat dependent on how you define and measure it. For example, if you decide that the number of leads generated from a particular email campaign is the key success metric, you’ll need to set up automated email campaigns to generate as many leads as possible. But if you decide that the amount of revenue generated from a particular marketing channel is the key indicator of success, then you may want to consider investing in pay-per-click advertising to drive customers to your site.
With these various alternative ways of measuring the success of an email marketing campaign, it’s important to keep in mind that there is no right or wrong answer when it comes to determining the key performance indicators for your organization. It’s a matter of personal preference and fit within your budget. What’s important is that you establish and follow a process to determine these metrics, so you can use the same yardstick to measure the success of future email marketing efforts.
How Do I Set Up An Email Marketing Campaign?
Once you’ve decided that email marketing is the right strategy for your organization, the next step is to figure out how to set up your initial email campaign. To do this, you’ll want to use the platform’s simple drag-and-drop email editor to create your initial content, which can be designed emails, articles or videos. You can use the content that you create to promote various products and services, and you can also use the platform to distribute content from other sites.
Then, you’ll simply need to set the email campaign to go out on a schedule you select. You can choose to have automated emails sent out on a regular basis or send one-off messages as quickly as you can type. What’s important is that you establish your email marketing strategy and that you follow through with actual email sends to implement it. This will help you ensure that you’re optimizing your results and are providing your audience with the information they need. It’s also the key to establishing and maintaining open lines of communication with your audience.
You should also track the success of your email marketing campaign. This can be done through various means, including looking at the total number of subscribers or the total number of leads generated from a particular email list. The key is to find the easiest and most convenient way to measure your success so you can repeat the same process moving forward.
Additional Benefits Of Email Marketing
One of the unique things about email marketing and the benefits that it brings are countless. To name a few:
- It’s one of the most cost-effective forms of marketing.
- it’s highly targeted, allowing you to send messages to very specific groups of people.
- it’s highly measurable, providing you with valuable insights into what is and isn’t working with your campaigns.
- It provides you with a chance to build long-term relationships with your customers.
- It’s fast and easy to set up.
- It’s flexible and can be easily integrated with other platforms or tools.
- It can be used to automate large amounts of tasks, freeing up time for other strategies.
Now that you have the basics of email marketing down, you can move on to the next step of establishing your strategy and following through with actual email sends to drive business.