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I want to increase the ROI of my email campaigns

Published by Mailrelay on June 15, 2015

I want to increase the ROI of my email campaigns

After properly creating your email campaigns, the next step is to improve the results as much as possible.

This optimization involves many aspects, but there are some that are fundamental. There are a number of factors that have a major impact on your campaigns, but many users, due to ignorance or lack of interest, end up not considering these aspects.

1) The subject line of the email

The main factor that can make all the difference in your open rates, is obviously, the subject line of the newsletter.

Although it seems easy, if the subject of your campaign is not interesting enough, most subscribers will just ignore your message.

Our staff created a post specifically about what may or may not be done when writing the subject line of your newsletter. It is very important that you take the time to read the article, to better understand this.

The article is available here:  The importance of choosing the best subject when creating email marketing

As you will see in the article, selecting a good subject line for your email campaign will require time and creativity. However, even if you have a subject that you think might work, usually it is difficult to be sure that it will be interesting to your subscribers.

Therefore, the best way is to run several tests, there is no magic or trick, you will need to test.

That is why Mailrelay has a functionality for creating A/B testing that allows just that, to test more than one subject line for the same campaign, to see what will be the subject that will have better results.

This feature is very useful, it should be used in most of your email campaigns, because the results can be amazing.

You can read more about this feature in the following article:  Beginners Guide to A/B Testing

Another point that will make all the difference in the results of your email campaign is how you target your subscribers.

2)Different subscribers, will certainly have different interests.

However, even if you work with only one product or service, the way your subscribers interact with one or more campaigns should influence on your strategy, particularly if you are trying to convince this subscriber to become your customer.

This can be a time consuming task and requires a lot of work, but the Mailrelay staff created an advanced filter system, so you can separate your subscribers according to their interaction with your email campaigns. That is, if the subscriber opened the email, if the user clicked on a link, it will have more interest in another email on the same subject than a contact who ignored your message.

You can find all the details on this feature in this link: Advanced filters to segment your subscribers on Mailrelay

This is a fundamental option, so that the return on investment is the best possible. However, an important point is to be careful, as you should not  just ignore subscribers who are interacting less with your campaigns.

The fact that a subscriber didn’t open the campaigns doesn’t mean you should stop sending emails to him, deleting the contact from your database. If you work with an opt-in mailing list, all your contacts are interested in your newsletters, some more, some less, the secret is to find the best strategy for each type of subscriber.

This way you will have a very good return on your investment and, if you have up to 15,000 subscribers, the cost of your campaigns will be zero, you can send your newsletters for free using Mailrelay.


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  1. Chema Espejo

    Hola, felicidades por el recopilatorio de posts sobre el tema del ROI que tanto obsesiona.
    Los asuntos y no caer en la carpeta de SPAM son las dos cosas, que por lo menos a mi, me preocupan más.

    Un abrazo

    15/06/2015 - 17:58:41 Publicar una respuesta
    • Mailrelay

      ¡Me alegra que te sea útil Chema! Lo cierto es que llevamos tantos posts, que si no hacemos recopilatorios algunos buenos posts se pierden 🙂 De los dos temas que indicas también acabamos de lanzar dos recopilatorios, deben estar un poco más abajo ¡Un abrazo!

      15/06/2015 - 18:29:02 Publicar una respuesta

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