73 per cent of marketers rated e-mail as the best digital channel for return on investment (ROI), according to the Econsultancy/Adestra Email Marketing Industry Census. This is no surprise considering e-mail marketing allows you to place your message directly in front of your target audience. Here are three e-mail marketing tips you may not have thought of, which could help you increase your ROI. 

By Ellie Clifford, account executive

E-mail marketing is a great way to help you increase brand awareness, website sign ups and sales. To ensure your e-mails are opened, read and actioned, there are certain things you should do.

Call to action
Your e-mail may well impress the reader, but if they don’t know what to do next, how can you expect them to do it? If you want them to visit your website, download a document or buy a product, give them a big button to click on. If you want them to get in touch, make it clear how they should do so and why.

Optimise for mobile devices
Do you read your e-mails on your mobile or a desktop? A study by Litmus found that 46 per cent of all opened e-mails were opened on mobiles, so it is essential you optimise your e-mails for these devices.

The key is to keep it simple. Keep all images no wider than 600 pixels and make sure your text is large enough to see on a small screen and displayed in a single column. And don’t forget — the call to action must be clear and easy to find.

A/B testing
You should continually work to improve your e-mail marketing strategy. Perhaps try sending your e-mails on a different day or at a different time of day, or try a new layout or a different way of addressing the reader.

However, if you change more than one thing at once, you won’t know which change has had the effect. Change one thing at a time. If it has a positive impact, maintain the change and if it has a negative impact, revert to the original. This takes patience but is a great way to maximise the potential of your e-mails.

So, if you would like to get more ROI from your e-mail marketing, or if you would like help getting started with e-mail marketing, e-mail me at ellie@stonejunction.co.uk.

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