The email marketing arena has transformed significantly in the past few years, but remains just as important to an overall branding strategy as it always has been, if not more so. Companies continue to pour budget into these initiatives in hopes of boosting their visibility in the market, driving conversion rates higher and bolstering engagement among new and existing customers in the process, and many have succeeded in these endeavors.
Studies indicate that the potential returns on investment that come along with email marketing campaigns are among the highest out there, and can be above 300 percent on a good day. This is the product of combining the relatively low expenditures necessary for each campaign, as well as how effective the emails can be in directing consumers to product landing pages or into the physical storefront.
However, none of this comes easy, and while there are plenty of firms that have enjoyed exceptionally high returns on investment for these campaigns, those marketers who do not get the basics right will struggle to see any benefits. One of the prevailing goals in email marketing ought to be – and increasingly is – the focus on click-through rates.
A look inside email marketing
Ascend2 recently published a study on the complexities and opportunities involved in strong click-through rates, or CTRs. As a note, CTRs are essentially a measurement of how frequently recipients will click on a link within the email marketing campaign, and are likely the clearest indications of successes and failures across the entire strategy over time.
According to the study, 53 percent of advertisers believe that CTRs are the toughest aspect of email marketing success, making it the single peskiest component of the campaigns. At the same time, though, Ascend2 found that 89 percent of the same respondents did believe that email marketing was a profitable venture in the grand scheme, and a mere 2 percent felt as though the campaigns were not all that valuable.
This means that companies are indeed getting by in terms of ROI despite struggling with CTRs, but there are plenty of opportunities to take the success rates of these strategies higher when focusing on the finer points. Ascend2 suggested that a more research-oriented approach to marketing can help to quell the CTR issue, as well as the second-most commonly cited challenge, which involves the creation of recipient lists.
Simply put, business leaders have to remain aggressive in their efforts to make email marketing campaigns intelligent and successful, as dropping the ball on measurement, recipient list creation and other core demands can quickly lead to low returns.
Getting your email marketing goals right
This all boils down to a combination of fundamentals and creative approaches working in concert toward stronger conversion rates, CTRs and engagement with the brands themselves. Small business owners should always seek out support from a professional service provider when they are not entirely comfortable in their own abilities to craft and execute an email marketing campaign that simultaneously covers the fundamentals and puts a unique spin on the initiative to boost the brand image.
Measurement, intelligence and best practice alignment might seem like relatively straightforward and simplistic aspects of email advertising, but they can be tricky. What’s more, when a company handles these tasks optimally, it will be far more likely to enjoy the exceptionally high ROI that so many studies have revealed. With a little help from professionals who know these matters inside and out, small business owners can see better results from these campaigns over time.