Maximize your ROI with data-driven email marketing
No time right now?
display
In times of Corona, companies would do well to put their marketing efficiency to the test and find ways to significantly increase it. Thanks to low costs and high efficiency, email marketing offers enormous potential here. These four tips will help you maximize your ROI.
Budgets are tight and there is great uncertainty. The corona pandemic is forcing companies of all industries and sizes to realign their marketing resources. The tense economic situation means that marketing measures are more important than ever geared towards maximizing return on investment (ROI).
Particular attention is paid to email marketing, which is still known as a marketing tool with the highest ROI. But modern, sustainable print mailings are also experiencing their second great moment.
Nevertheless, caution is advised, because simply sending a mailing to as many people as possible is not exactly the ideal solution. The same applies to mail marketing: Only with a good database and, last but not least, the right technical support can a really high profit be achieved with little effort. The tips below will help you achieve just that!
Contents
Invest in digital channels and tools
The current crisis is not only driving the digitization of the economy, work and education – but also the digitization of everyday life. Most of them actually spend far more time in front of the screen as a result of Corona than was already the case in the old normal. As a result, digital channels have become a potentially more effective way of Reach customers.
E-mail plays a decisive role in this. Because email traffic is part of everyday life for around 95 percent of Germans. E-mails are well established and corresponding marketing measures shine with a comparatively high level of acceptance. In addition, with the right tools and artificial intelligence, they are extremely targeted, inexpensive and often associated with a large amount of data. The information obtained can be used for further optimization or other marketing activities.
Investing in such channels and, above all, in corresponding efficiency-promoting tools results in a generally better control over the effect of the measures. In addition, your company benefits from comprehensive analyzes to improve customer segmentation, the personalization of messages or your targeting methods – and these are just some of the insights companies can gain with the right tools.
Working people receive an average of 21 emails a day – make sure yours stand out from this flood. (Photo: Shutterstock / One Photo)
Less is more
This old wisdom can actually be applied to digital marketing as well. Not infrequently is the line between all-round beneficial marketing and a long-term detrimental pressure on the recipient narrow. In the worst case, customers turn away completely – “unsubscribe and bye”. Mailings for advertising purposes are well established, but you shouldn’t overdo it!
In general, clear, targeted and not too frequent communication keeps costs low and increases the response rate at the same time. In order to be able to be active here with maximum effectiveness and to be able to rule out message oversaturation, are one reliable source for customer data via a central CRM system and optimal connections between call centers, e-commerce, marketing and possibly other CRM-important departments and systems are required. With the right setup and the right data, you can address your customers in the best possible way.
The push of monitoring
In normal years – in other words not now – It is common for marketers to rely on quarterly or even annual budgeting and adjustments to their activities. This frequency can hardly function in view of the current situation and the associated constant changes in society and the market. Measurements, realignments, testing and optimizations have to be carried out practically continuously today.
The continuous monitoring and the resulting data make it possible to shift expenses precisely to the most efficient channels, to reduce losses and to get the best out of the available resources. This way you can react quickly to important target group and market events. In order to be able to use this accelerated monitoring approach at all, one is often required first Optimization of data management and a permanent switch from manual reports to an automated real-time system for data collection and processing.
Direct mails are a form of direct marketing that are usually sent by post. (Photo: Shutterstock / Marshalik Mikhail)
The resurrection of direct mail through data
Print mailings were considered dead for a long time due to their relatively high production and display effort and a relatively small effect – mainly owed to the common “one size fits all” motto turn out to be particularly effective tool for corporate communication.
In times of sheer abundance of digital advertising, dhe physical experience and immediate, personal perception mean that direct mail becomes a “special moment” and is therefore remembered for a long time. However, this only works if they do not arise from traditional thought patterns, but with the help of modern technologies such as the Salesforce Marketing Cloud, maximum customer-centered and individually personalized.
And now?
These four tips give you a first taste of how you can optimize your return on investment with mail marketing. But of course that’s not all. If you want to know more about this or need support – get it!
Under the motto “Leading through change”, Salesforce offers many new approaches to not only get your business through these challenging times, but even to strengthen it considerably. Salesforce’s blog provides good insights into the many possibilities and opportunities associated with them.
