Why Your Email Marketing Isn’t Delivering Your Desired ROI

email marketing.jpgIs email marketing not working for you? Here are a wide range of email marketing statistics that reflect both the potential and the challenges found in this tactic. For example, here are some highlights that may mirror your own perspective on email marketing:

54% of marketers say increasing engagement is their top priority with email marketing (Ascend2, 2016).

15% of marketers surveyed say their companies still don’t consistently review email opens and click-through rates; a mere 23% say they’ve integrated their website and emails for tracking what happens after a click (MarketingProfs, 2016).

42% of marketers fail to send targeted email messages; just 4% take advantage of layered targeting (MarketingProfs, 2016).

Three-quarters of companies agree that the ROI offered by email is “excellent” to “good” (Econsultancy, 2016).

Global email use will exceed 3 billion users by 2020 (The Radicati Group, 2016).

Email marketing works and has incredible reach. According to Ryan Myers, senior director of content at Sapper Consulting, “Your emails have a purpose. They should get your prospect to take action, and whether or not they do that will depend on your content. If you want your reader to set up a meeting, purchase a product, or sign up for your service, your email needs to be three things: clear, concise, and compelling. In that order.”

However, the ROI that most companies see on such campaigns doesn’t reach those companies’ goals. That leaves them struggling to prove why marketing dollars should be spent on these campaigns, but there are some very specific reasons why their email marketing isn’t delivering the desired ROI — and why yours may not be, either.

Not Validating Your Email Addresses

Rather than hope your emails reach the right person, it’s important to start by validating the email addresses you have to increase those odds. Email Checker offers a user-friendly web-based software that makes it easy for companies of all sizes to validate their email lists, despite having little technical knowledge. Companies that use this tool can validate emails through their websites or apps. This provides a real-time method for ensuring the accuracy of all the email addresses they receive from contact forms, registration forms, opt-in forms, and custom forms.

The significant benefits of email address validation will go a long way toward ramping up that ROI. As Andrew Blazewicz, co-founder of Email Checker, explained, “Bounce rates will be significantly reduced if a company validates their emails through our service, which will increase their Sender Score, resulting in more emails reaching the inbox.”

Not Segmenting Your Email List

Email recipients will respond positively to messages that are personalized. That’s why you can’t blast out an email campaign and believe everyone will find it appealing. Not everyone will engage with it, and many will dump it the second it radiates a generic feeling through its words and tone. Of course, you can’t generate an individual message for each person on your list — that would take way too long. Someday, artificial intelligence may help you do that. In the meantime, you need to use a segmented approach.

Article From: www.forbes.com

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