You all know how powerful a well-conceived email marketing program can be. Forgot? I sometimes forget the details, too. According to the Direct Marketing Association, in 2008, email marketing returned and average $45.65 on each dollar spent. That’s an ROI (Return on Investment) of 4,565%! Can you think of any other marketing strategy for local businesses that offers that kind of return?
That is why you hear Internet Marketers repeat themselves over and over and over again – “The money is in the list.”
But here’s a little secret about that astonishing figure. It takes into account an average of ALL email marketing campaigns (except spamming, which has an historically abysmal rate of return). So it is a average of both good and bad campaigns. That means some folks are doing a lot better than the $45.65 average – and of course, some are doing worse.
How can you make sure that your email campaign is in the “doing better” group?
There are a few factors that come into play that can make your email marketing perform at it’s best. Here are a few:
- Quality of the list – Do they want it?
- Deliverability – Do they receive it?
- Relevance – Do they read it?
- Actionability – Do they respond to it?
Obviously, none of these questions have a simple “yes” or “no” answer. But the higher the percentage of “yesses” to each one, the higher the return on your investment will be.
PHPList is one application you may use to send emails to your prospects and customers. AutoResponse Plus is another. And aWeber is an online application service provider (ASP) that can host your email campaigns. They all have their strengths and weaknesses, which we will go over in depth in another post.
PHPList posts a PreFlight Checklist on some things you should do before sending emails that can help increase the deliverability rate of your messages (the percentage that actually make it to your customer’s email box).
Whether you are using PHPList or not, these tips apply to your email marketing program. So have a look at them and then check and be sure you are in compliance with them.
It could make the difference between being in the “above average” group or the “below average” one. And that difference can be measured in dollars and cents – YOUR dollars and cents.
No related posts.
Related posts brought to you by Yet Another Related Posts Plugin.
