Email Newsletter Marketing ROI Strategies
Some marketing strategies are more efficient than others but, when you put your marketing dollars into e-newsletters, you reach a highly targeted audience right where they are working: their email inbox. Information sent via email instead of social media is five times more likely to be seen, and email marketing can produce an average ROI of $42 for every $1 spent, making it a smart marketing strategy.
Tracking metrics such as click-through rate and open rate can help determine the level of engagement of the newsletter once it is sent out. While you can experiment with small changes to the content, topics or design to see if it affects your metrics, resist the urge to change multiple things at once. By making small changes at a time, you’ll be able to better assess the impact of each adjustment.
In order to optimize your email marketing ROI, you have to be able to measure it. According to research done by Litmus, “61% of companies state they adequately—or more than adequately—measure ROI from their email efforts. In fact, 11% reported that they are doing “very well” in analyzing results from their investments. Although measuring ROI helps marketers validate their efforts, it’s still a challenge for many. About 39% of our survey respondents reported that they measure ROI “poorly,” “very poorly,” or “not at all.” Because we want our ROI calculations and findings to be as accurate as possible, we excluded these respondents from our results.”
Here are a few ways to improve the ROI in your e-newsletter efforts:
1. Draw them in
According to Litmus, 34% of recipients open or skip an email based on the subject line, and 24% do so based on the preview text. Both should be short enough to read at a glance and interesting enough to hook readers.
The subject line is the title of your email. Use emotive or unusual words to create intrigue and entice the recipients to read more. Numbers and lists will also attract attention. A numeric symbol among a string of text will stand out, and content that appears to be delivered in small, digestible chunks will appeal to readers.
The preview text offers a more detailed glimpse of the content to come. Seek to elicit an emotional response and get your readers’ attention by referencing business goals or pain points that are important to them.
2. Keep content relevant and valuable
Keep your newsletter concise and simple.Content should be educational and relevant, and can include infographics and links to videos to provide the same valuable information in a more engaging format.
3. Nail your call to action
Keep your CTA action-oriented and centered on a specific goal. The text should be concise and clear, explaining the value of the desired action to the reader. Any graphics included in the CTA should be linked to a relevant webpage.
4. Spam filter testing
If emails can’t reach your subscribers, you’ll never see engagement. But 16% of permissions-based emails never make it to the inbox—and those businesses are leaving money on the table. If your emails don’t even make it to the inbox, it means wasted time, wasted resources, and zero results. Run emails through spam filter tests before sending them – those who use spam filter tests before sending emails reported an ROI of 51:1, compared to 39:1 for those who didn’t.
5. Email frequency
Some marketers believe that more email equals more success—but that’s only true to an extent. According to our research, the sweet spot appears to be somewhere between 5-8 emails per month per subscriber.
Email newsletters may bring your content directly to your customers’ inboxes, but you must be able to draw them in, offer relevant content and create a well-designed layout to attract and engage your readers. Doing so can earn you strong results.
Top Digital Marketing Trends in 2020
Despite the obvious challenges, 2020 has also been a dynamic year of innovation, implementation and creative explorations in the digital marketing arena. Technologies that were once considered overambitious and out of reach are now emerging as groundbreaking transformations. This year is all about automation, artificial intelligence, high-powered chatbots, Shopify SEO, voice engine search optimization and personalized consumer experiences.
Artificial intelligence has penetrated the realm of digital marketing with multiple solutions and software that enhance customer service and social media marketing. AI-powered solutions have transformed how digital marketers delegate menial and repetitive tasks.
For instance, these tools can be used to extract consumer data from various online activities, websites and social media platforms. This data can be used to examine buying preferences and consumers behaviours and devise pragmatic and practical marketing strategies to attract these consumers.
Investment In Dynamic Creative Technology Platforms
Personalized creative has been a growing trend in most recent years, but the cost-effectiveness has lagged. For example, an ad that showcases the specific item you viewed previously, such as a dress shoe, will outperform an ad that has a generic brand image. It is often not cost-effective to design new ads for every specific instance.
Modern dynamic creative optimization (DCO) technology allows for creative content to be automatically generated, with assets, languages and dynamic product display, without an agency having to invest in individual creative renderings.
Platforms such as Google Ads and Criteo have increased capabilities to generate dynamic creative content, cutting out the need for multiple design iterations. Leveraging machine learning in real time allows for data-driven results, cutting out the lead-time for review and production. The Covid-19 pandemic has accelerated the demand to produce a multitude of ads, with less capital and human power to produce them.
The last few years have witnessed the rising popularity of video marketing and content, and this trend will maintain its significance for the years to come. Modern-day users and consumers are more likely to watch immersive videos than read a lengthy article. In 2020, videos are the most immersive and effective form of marketing materials and campaigns.
Research shows that videos have the potential to increase conversion rates, and over 50% of the consumers rely on videos to make well-informed buying decisions. In the digital marketing world, videos can be used to introduce new products and services, build relationships with customers, and maintain brand image.
Personalized Consumer Experiences
Today’s consumers want a personalized experience that is fully aligned with their expectations and needs. High-tech companies and large businesses are utilizing tools and metrics that allow them to tap into the consumer’s preferences based on their online experiences, and hence, they are able to offer highly personalized experiences.
Small businesses and digital marketers have to keep up. Personalized marketing campaigns are an excellent strategy to boost marketing success and cement brand loyalty. Consumers are very specific about the kind of content, emails, subscriptions and products they desire, and they are attracted to brands who offer them such experiences.
The modern-day equivalent of word-of-mouth marketing, social media influencers have gained major power and influence. Brands are increasingly tapping into the audiences of social media influencers, celebrities, popular bloggers, YouTube content creators and entertainers. These social media influencers have vast audiences, who trust, admire and follow them, and rely on them to assist with their buying decisions.
Statistics reveal that 58% of consumers invested in a new product on the recommendation of an influencer. More importantly, 63% of the consumers revealed that they invest in products and services after exploring the reviews of their favorite influencers. Influencers can help businesses refine their image, cement brand loyalty, penetrate new markets and new consumer audiences, and promote new services or product lines.
Increased Investment In Attribution-Based Marketing
As budgets are adjusted, marketers will be investing in marketing services that deliver a clear path to purchase and ROI. Budgets related to media buys — in print publications, for example — will likely be adjusted as marketers need to focus on not only the transparency of attribution in marketing efforts, but also the ability to alter messaging, pause ads and dynamically update spend in a facilitated way.
As digital teams and agencies work remotely, hands-on marketing tactics such as digital performance marketing are manageable virtually, with transparent reporting and simple collaboration opportunities.
Accelerated Shift Of CPG Brands To E-Commerce
CPG brands that traditionally rely on brick-and-mortar distribution will need to increasingly adapt to the direct-to-consumer (DTC) environment to remain successful. This shift of CPG demand to DTC has been accelerated by stay-at-home orders across the U.S., leading to adoption by the laggard group in a traditional tech adoption life cycle.
According to Statista, as of March 2020, 5% of surveyed U.S. consumers above the age of 64 made an online purchase for the first time as a result of quarantine and social distancing. A third of consumers in this demographic said they planned to buy more from online marketplaces.
An Exponential Increase In Digital Sales For Some Industries
Categories related to healthcare, groceries and food delivery, as well as community building (such as virtual chat software), have seen growth as consumers are integrating digital into the day-to-day experience.
The digital and physical worlds are becoming increasingly integrated and Google has inserted itself as a central mediator of those experiences — the commercial value of which many times greater than e-commerce — with a growing emphasis on task completion and transactions.
As the world changes, marketers must adapt their strategies to meet customers where they are. Now is the time to rethink your go-to-market strategy and relationship with your customers. Consider where your business falls within the “new normal” and what trends will impact your business in the long run.
Market Growth in the Automotive Aftermarket Fuel Additives Market
The global market for automotive aftermarket fuel additives is anticipated to reach USD 3.1 billion globally by 2024, expanding at a compound annual growth rate of 7.2% over the period 2017-2024. Factors such as the growing automotive industry and rising demand for fuel additives to improve fuel efficiency and increase engine performance are anticipated to drive the growth of automotive aftermarket fuel additives market by noteworthy revenue by the end of 2024.
The global automotive aftermarket fuel additives market is expected to grow at a CAGR of 7.2% over the forecast period i.e. 2017-2024. Further, the automotive aftermarket fuel additives market is anticipated to reach USD 3.1 billion globally by 2024. The automotive aftermarket fuel additives market is likely depending on factors such as the growing automotive industry and rising demand for fuel additives to improve fuel efficiency and increase engine performance.
Major players of Automotive Aftermarket Fuel Additives Market are focusing highly on innovation in new technologies to improve production efficiency and re-arrange product lifecycle. Long-term growth opportunities for this sector are captured by ensuring ongoing process improvements of related players by understanding their financial flexibility to invest in the optimal strategies. Thus, it gives complete analysis on competitors involved in the Automotive Aftermarket Fuel Additives market and helps to make further decisions.
In North America, the U.S., with major market players, is expected to dominate the automotive aftermarket fuel additives market with the largest market share by the end of 2024. This can be attributed to strict environmental regulations taken by the government to reduce harmful gas emission.
Europe is the second largest automotive aftermarket fuel additives market in terms of revenue, with Germany and U.K. are the prominent countries attributing to market growth. With the presence of the largest automotive industry, Asia-Pacific is projected to showcase a high CAGR over the forecast period.
Ecological Regulations to Boost Market Growth
Factors such as the Environmental Protection Agency (EPA) monitoring and commercializing the products and stringent environmental regulations on vehicle emissions are believed to be the dynamic factors behind the growth of the fuel additives market. Rising urbanization and increasing number of automobiles on road are expected to benefit the expansion of the market as well.
2020 Google paid search trends that have nothing to do with the pandemic
Research data shows that COVID-19 has hugely impacted performance and advertisers’ ability to spend on paid search marketing in ways varied across industries and business situations. However, there are also a few notable 2020 trends affecting paid search marketers that have nothing to do with the pandemic.
The death of the tablet
Tablet spend growth for Google U.S. paid search has been declining since 2019, with spend declining at least 45% each of the first two quarters of 2020.
While device trends can be a result of advertisers shifting strategies, the magnitude of the decline makes it clear this is more than just advertisers pulling back on tablets. Indeed, global tablet shipments have declined steadily since a high in 2014, according to data from Statista. In the last quarter of 2019, shipments were the lowest they’d been since 2012.
Larger smartphones are packing better functionality, reducing the demand for tablets we’ve seen in the past. Therefore, the volume of searches happening on these devices just isn’t what it used to be, and paid search advertisers are seeing a corresponding decline.
2019 updates put the fork in Google search partner share
Google announced in March 2019 that Shopping ads featured on Google image search would be grouped with the core search network as opposed to the Search Partner Network. This followed a decision by Yahoo to turn to Microsoft Ads for its search ads, severing a relationship that saw some Google search partner traffic coming from Yahoo. These changes led to a steep decline in the click share coming from search partners for Shopping in particular, and by the end of the second quarter click share for both text ads and Shopping was below 1%. After years of decline the search partner network is now so small that the debate on whether to target these sites isn’t very important these days.
2020 has also seen the decline of another contentious source of paid search traffic in broad match. Broad matches now account for just 10% of non brand Google paid search clicks.
While advertisers can choose to deploy different keyword strategies over time, particularly when transferring management from one agency/consultant to another, the decline observed over the last four years appears to be the result of Google’s ever-changing definition of close variants over time.
The infusion of so much traffic that would formerly have been considered a broad match into close variants means advertisers need to stay vigilant in evaluating search query reports to identify situations which warrant keyword negatives.
There are a lot of moving parts going on in the world right now, with different regions moving through different stages of restricted movement in waves across the United States, sometimes having to revert to prior stages of safety precautions. This scattered reality will likely continue for the foreseeable future and have significant impacts on paid search performance that varies by locale and industry.
That said, some underlying trends have been taking shape for years and aren’t very much the result of current events. Understanding current performance necessitates an understanding of these shifts as well as those springing up due to COVID-19.
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