Email Marketing: High Returns, Low Investment

December 10, 2016

I recently tried out Unroll.me, a service that taps into your email account and lists what newsletters you are subscribed to. It provides you with a single, user-friendly interface to unsubscribe from unwanted emails.

It surprised me to learn that I had subscribed to more than 2000 newsletters and set about clicking hundreds of times to clean up my inbox. It got me thinking about newsletters and how, from a business perspective, email is by far the most efficient channel to communicate with your audience.

Campaign Monitor reports that in 2016 every $1 spent in email marketing results in a $44 return on investment (ROI). That means it has a 174% higher conversion rate than social media! We do know that paying special attention to UX provides a far higher ROI than email, but the numbers are still pretty astounding.

Low investment, high rewards

What makes that graph interesting is the fact that the cheapest option often delivers the highest ROI. Low investments can deliver great results. The biggest benefit is the fact that the sender owns the list. Everyone they’re sending email to has said (or we hope they have!) they are interested in the brand.

Using this formula, investment in TV advertising confuses me. Think about a brand like Whiskas (who produces cat food) as they have historically poured money into TV advertising. Their goal is to talk to current or potential cat owners – let’s estimate that as 5-10% of those watching – but they are spending money on the other 90-95% that have little to no interest in their product. No wonder the ROI is awful.

With our mobile devices always at hand, why not invest more into instant, personalized communications like email to make sure we’re always accessible for that last minute deal?

Is your newsletter providing value?

The other thing I realised during my unsubscribe marathon was the majority of those newsletters were really bad. Perhaps the low cost of sending makes us less mindful in crafting a quality message as opposed to investing millions into that one, “perfect” TV commercial.

I believe there are three things that are crucial for a great email that holds our audience’s attention:

Personalization

With email we know (or at least we should know) who our recipient is and what they enjoy. Little things like just saying ‘Hey Anton’ rather than ‘Hey’ provides a personalised experience for the reader. To go even deeper, if we can customize emails based on what was previously purchased/looked at, it becomes more memorable and leads to higher conversion.

Segmentation

It’s unlikely that everyone on your list is the primary target for your new campaign. The more you know about your list, the better you can segment your campaigns to send the recipient only what they really want to see. Almost all email software does this today including Mailchimp, Drip and Convertkit.

Want the stats?

A segmented campaign can drive a 760% increase in revenue compared to a one-size-fits-all one.

A/B testing

You can invest time crafting the perfect subject and content, personalize for your audience, and segment your list, but there’s always stuff that can be improved. The benefits of email marketing is that not everyone needs to get the same thing.

Every audience is different. You must test to know what works. A/B tests can improve conversion rates by 49%.

Be realistic about your schedule

While Paul Jarvis sends his Sunday Dispatches every Sunday like clockwork, I realised that sending one email every other week isn’t always possible for me. My client work always comes first and when things are hectic, I won’t always have time to craft a quality blog post and the newsletter to accompany it. So I’ve dropped the idea of always sending a newsletter every other week. While I’ve just sent two newsletter just a week apart, I’m guessing that come December, they’ll begin to be less frequent. At this point in my life, that is what is going to work best for me so that I can continue to provide inspired content in the future. Quality over quantity!

It’s honest, authentic, and accessible.

I love sharing my experiences working in design and what’ve I’ve learned along the way. Join a community of thousands of designers, developers, and product professionals by signing up to my newsletter!

Not quite ready to sign up? I totally understand! Why not start by reading some of my past issues?

Great! Just “one more thing”...

You need to confirm your email to confirm your subscription.

  1. March, 2024

  2. February, 2024

  3. January, 2024

  4. December, 2023

  5. November, 2023

  6. October, 2023

  7. September, 2023

  8. August, 2023

  9. July, 2023

  10. June, 2023

  11. May, 2023

  12. April, 2023

  13. March, 2023

  14. January, 2023

  15. December, 2022

  16. November, 2022

  17. September, 2022

  18. August, 2022

  19. July, 2022

  20. June, 2022

  21. May, 2022

  22. April, 2022

  23. January, 2022

  24. December, 2021

  25. November, 2021

  26. October, 2021

  27. September, 2021

  28. August, 2021

  29. July, 2021

  30. June, 2021

  31. May, 2021

  32. April, 2021

  33. March, 2021

  34. January, 2021

  35. November, 2020

  36. October, 2020

  37. September, 2020

  38. August, 2020

  39. June, 2020

  40. May, 2020

  41. April, 2020

  42. March, 2020

  43. February, 2020

  44. January, 2020

  45. December, 2019

  46. November, 2019

  47. October, 2019

  48. September, 2019

  49. August, 2019

  50. July, 2019

  51. June, 2019

  52. May, 2019

  53. April, 2019

  54. March, 2019

  55. February, 2019

  56. January, 2019

  57. December, 2018

  58. November, 2018

  59. October, 2018

  60. September, 2018

  61. August, 2018

  62. July, 2018

  63. June, 2018

  64. May, 2018

  65. April, 2018

  66. March, 2018

  67. February, 2018

  68. January, 2018

  69. December, 2017

  70. November, 2017

  71. October, 2017

  72. September, 2017

  73. August, 2017

  74. July, 2017

  75. June, 2017

  76. May, 2017

  77. April, 2017

  78. March, 2017

  79. February, 2017

  80. January, 2017

  81. December, 2016

  82. November, 2016

  83. October, 2016

  84. September, 2016

  85. August, 2016

  86. July, 2016

  87. June, 2016

  88. May, 2016

  89. April, 2016

  90. March, 2016

  91. February, 2016

  92. January, 2016

  93. December, 2015

  94. November, 2015

  95. October, 2015

  96. September, 2015

  97. August, 2015

  98. July, 2015

  99. June, 2015

  100. May, 2015

  101. April, 2015

  102. November, 2014

  103. April, 2013