Three to dos for maximizing ROI in emailing marketing

Sometimes the return on investment is simply the measure of all things. It's good to be able to fall back on a marketing measure that, thanks to its low costs and high efficiency, addresses precisely this issue: email marketing is known as the instrument with the highest ROI - if it is used efficiently.

Because the following also applies to email marketing: only with a good data basis and not least suitable technical support can a really high return be achieved with little effort. Here are the to dos:

1. Targeted instead of scattered

E-mails are part of everyday life for 95 percent of Germans. That's the good news, but the bad news is that every second e-mail in companies is unwanted. So relevance is the keyword. So before you start your campaign, think: "What is important for your customer? Is it really the new sports car or the date for the next tire change? Exactly, you can't give a blanket answer to this. For families with three toddlers, the sports car is not interesting, nor is the date for the tire change for the customer who drives all-season tire. But for another customer, these topics are highly relevant. So always select well in advance and carry out active targeting, because otherwise it will be "unsubscribe and goodbye" sooner than you would like. In the best case, however, the customer not only reads the email, but also reacts, clicks on the link it contains, and you're that much closer to a conversion.

2 Automated instead of manual and error-prone

Maintaining customer data is an essential part of good marketing, but it's pretty much the most hated task, because it's small-scale, extremely error-prone, in the worst case has to be maintained in several places, and let's be honest - this work never stops! But the best-case scenario is to work with a system that offers interfaces to the various advertising media and thus accesses the data and data sets that are located and converge in a single place. Most of socoto's customers use this and something more: the automated updating of data records. When did the customer last take his vehicle to the workshop, what is the mileage of the car, when was the last test drive arranged, and which car did he look at on the homepage? All of this information is automatically added to the respective data record - information that makes it possible to send the customer mailings that are precisely tailored and relevant to him or her - automatically via the system and according to defined rules. Is it the customer's birthday? The congratulatory mail goes out on that very day. The inspection is due? Four weeks before, the reminder email goes out. If the customer does not react and does not make a workshop appointment, a reminder email goes out to the car owner after another two weeks at the latest. This is how the customer journey is continuously driven forward.

3 Keeping an overview through good data analysis

The times when the marketing plan was drawn up once a year and adjusted once a quarter depending on the figures are over. Continuous monitoring and the resulting data make it possible to shift expenditure to the best-performing channels in a targeted manner and at short notice, to reduce losses and to get the best out of the available resources. In this way, one can react to the important target group and market events without delay. And these events are unpredictable and extreme right now. They range from complete lockdown to changing social needs. That's why measurements, realignments, testings, and optimizations have to take place practically non-stop today. In order to be able to drive this accelerated monitoring at all, however, it often first requires optimization of data management and a final change from manual handling to an automated real-time system for data collection and processing. Individually adjustable dashboards, the automated evaluation of own data as well as the integration of Power-Bi are the basis for uncomplicated and data-supported decision-making.

Make and shape!

These three to dos guarantee performance optimization in e-mail marketing, but they are only a small foretaste. socoto is designed to optimize process flows, to give marketing departments security for quick decision-making processes and thus the ability to act in extraordinary situations, as well as to minimize sources of error - for an increase in turnover and profit. If you want to know more or need support - we will be happy to advise you.  

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