Email marketing that drives results

May 21, 2018 Anahid Basmajian

Email is a means of communication that has remained popular since the internet’s inception, both for businesses and for individuals. When it comes to businesses, that’s largely because it is still—even after all these years—one of the best digital channels for generating return on investment (ROI).

A study by eMarketer found that the median email marketing ROI is 122%—a staggering four times higher than any other marketing formats. While these results showcase the power of email marketing, we are all very aware that it takes more than a basic email to achieve such positive outcomes.

So, with that in mind, let’s take a look at the five key steps to help you build an effective email marketing strategy.

1. Collect data

To create an effective email marketing strategy and target your potential customers through email, you need to know when a visitor comes to your website. You also need to understand their browsing habits, whether or not they’ve made a purchase, and—of course—their email address.

2. Understand your users

The more information you have about your visitors’ purchasing habits, the more accurate your email marketing will be. This includes things like the pages they visit, the products they view, and how long they spend on your site. This will help you form an idea of what they are likely to be captivated by, and you can then work on piquing their interest further.

3. Segment the audience

Once you understand how visitors interact with your site, you can craft a segmentation strategy that works best for your business objectives. This means you can put people in certain categories and then hit them with messaging that directly appeals to them. After all, there’s no point in sending out the same message to a loyal customer and someone who has never made a purchase.

4. Send out targeted emails

The next step is to trigger email that’s targeted to your visitors. The highest-performing emails include compelling content that is tailored to a specific person. This could be purchase suggestions based on previously viewed products, or a sale that aligns with their preferences. The best email targeting uses predictive algorithms to determine the optimal time to send an email in order to encourage the visitor to return.

5. Track and monitor performance

The final step is monitoring performance and keeping abreast of success. As a benchmark, customers running email campaigns with AdRoll see average open rates of 50–60% and click-through rates of 10–20%.

Interested in seeing the results your business can achieve? Learn more about the right way to do email marketing by checking out AdRoll’s guide.

About the Author

Anahid Basmajian

Anahid Basmajian // Head of Brand Marketing EMEA // AdRoll

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