3 ways to increase your email marketing ROI

Much has been written on improving the ROI of email marketing, because, at the end of the day, it is the main objective of any strategy. It never hurts to remember the keys that ensure the success of our email campaigns and the efficiency of our actions. Today we present 3 ideas that we should never forget to achieve optimal results through email marketing.

–          Test, test, test! We never tire of repeating it. Establishing a testing routine allows us to get to know the user's behaviour and adjust our actions according to what we observe. Without testing, we act blindly, we shoot at the target with our eyes closed and if we hit it, it is only by chance. And although we have studies and benchmarks that can be useful when we start from 0, there is no better source of information than the campaigns carried out on our own mailing list.
–          Tailor your actions to the user's lifecycle. A user who buys frequently from your online shop is not the same as a user who has only opened one email in the last 6 months. These two users do not expect the same from your brand and are not driven by the same motives. Adjust the content of your messages to the situation of each user. This will be possible with an appropriate segmentation by behaviour. If we achieve this, we will be able to use the most loyal users to build the loyalty of other customers, recover inactive users with the right incentive and keep our lists healthy by eliminating users who cannot be recovered after reactivation campaigns.
–          Get to know your users. In addition to knowing how they react to our email campaigns and act accordingly, we should collect as much information as possible about them, for example with promotional forms or preference centres. This information will allow us to fine-tune our aim and hit the bull's eye. We will use it to make adjusted segmentations and offer the most relevant content (for example, if we have the user's birthday we can congratulate them with an incentive, or if we know they have a dog, offer them related articles). Demonstrating a good knowledge of our audience, personalising actions reinforces the relationship with the user, generating trust and satisfaction and ultimately building loyalty.