Increasing Email Marketing ROI – Deliverability and Behavioral Targeting Tricks and Tips

    by Paul Shuteyev
    16.05.2012
    Email-marketing-ROI-return-of-investmentsHey Guys, Hope you're doing great! We all know that email marketing is highly profitable kind of marketing, and statistically each dollar spent on email marketing campaign returns as $40. Sure, some email marketers have better ROI, some not, but there is one thing that is 100% true - you can always do better and have better return of investments. I would like to provide you with email marketing deliverability and behavioral targeting tricks and tips. Please enjoy! Deliverability. Recent studies and statistics show that ~20% of email marketing messages never reach recipient's inbox. Here are some tricks and tips to boost your deliverability up:
    • Reduce complaints with relevant content, interest-polls, list splitting by interests and 1-click unsubscribe option.
    • Avoid using spam-alarm words. Sure it's not the only filter used these days by ESPs, but it's still actual.
    • Set up control-accounts - these are email accounts created in each and every popular ESP. Include these accounts into your recipient list, this is how you can check the deliverability to certain email providers.
    • Use trusted and not-blacklisted SMTP server for your outgoing mailings.
    • Make sure your from-name fits your from-address.
    Behavioral targeting. Trigger emails are popular nowadays because they really work. Set up triggered emails based on customer and email subscriber behavior:
    • Recommend additional ¬†products and services based on past purchases.
    • Ask for a feedback, run email contests and polls.
    • Send loyalty messages and offers to subscribers who most frequently open your messages.
    • Don't forget about the Thank-you emails and cross-sale products.
    • Provide customer with a special offer or a discount if you notice he checks your products but don't proceed to a purchase.
    Written by:
    Paul Shuteyev
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