MAXIMIZE YOUR EMAIL ROI :

A CHECKLIST 

Here is your checklist of actionable tips to implement immediately to maximize the ROI of your email campaigns.

You should expect to invest about $1 for every $44 you make in your email marketing. If this is different from your situation, follow these tips and see your ROI max out.

Let’s get to it….

• Smaller images are Primary tab-friendly. Check images to make sure they are only between 400 and 600 pixels. Much larger than that can tip off the ESP algorithms to flag your email as spam or promo. Also, ensure every image you insert benefits your overall message. Too many images inside tickle the spam folders’ feathers.

• Leave lines blank. The general rule of thumb–the more white space the better. Make sure each sentence of your email is its own paragraph. More white space in your email makes it easier to read–especially since most of us read emails on the go on our phones.

• Check your font at the front door! Your font size should be on the larger side. Like number 2 above, smaller fonts will make reading harder for most people. When we make emails harder to read, the reader is less likely to read and take the action you want them to take.

• Have a single, clear CTA. Make sure you choose ONE action you want the reader to take at the end of the email. Too many options lead to action stagnation.

• One link is the best link. ESP algorithms also prefer our business emails to have one (or two at most) links inside. So choose wisely.

• Subject lines for the win. Write your subject lines with some combination of these three things: (1) a benefit your product or service gives the reader, (2) an element of curiosity about what’s inside the email, and (3) a specific time frame. Use any combo of these three elements and watch your open rates soar. Also, often, you’ll find your best subject line in the body of the email copy. So write the email first. Then, write the subject line last.

• There are a bunch of different email automations you should have in your business. Make sure your business is sending these evergreen email automations: (1) welcome sequence, (2) abandoned cart sequence, (3) post-purchase sequence, (4) browse abandonment sequence, and (5) re-engagement sequence.

• Keep an eye on your domain reputation. You should be getting about a 30 to 40% consistent open rate. If you’re not, cut down on your list size (based on who has most recently opened) until you see that range of opens. Then, slowly add back those you had set aside until your domain reputation improves over time.

• Email Inbox Deliverability is affected by many elements. If your emails are landing in Promo or Spam, take a second look at these email elements and play around until you find the sweet spot: (1) images, (2) from name, (3) body copy, (4) links, (5) link copy, and (6) subject line.

• Add a footer to every email you send. Adding text to your emails tells the algorithm there’s lots of interesting and valuable stuff inside, so you’re more likely to land in the inbox. However, since you don’t want to add length to your emails just for length’s sake, you can add a footer at the end of every email to give the length you’re after. A footer can be a disclaimer. It can tell how to unsubscribe. It can talk about how the reader is responsible for using the info inside the email. Just make sure the footer is clearly a footer – so place it at the very bottom of every email in small font. 

• Tried all this and nothing’s worked? Ask for replies. Write an email to your list asking for your subscribers’ questions, thoughts, feedback or feelings about something pertinent to your content. Having subscribers reply back to you increases your chances of getting into the Primary tab and staying there. And as a bonus–asking for your subscribers to respond heightens their feelings of trust in you because it shows you value them. Also, if you ask for a reply of any kind from your readers, the psychology of reciprocity will be triggered which will help them want to buy from you in the future. 

• If you have a sneaking suspicion that there’s a lot more (copy-wise and technically) to sending successful emails that your list wants to open, read, and act on, you are correct. Contact me at: nancy@nancybushagency to partner up and I’ll dig in even deeper to make sure your emails are giving you the 4200% ROI your hard work deserves.