Increasing ROI

Did you know that you could be missing out on unrealized ROI and engagement in your current email marketing? During these unprecedented times, everyone is looking for ways to increase return through Account Engagement (Pardot). Almost every organization you can think of has been forced to get creative with their marketing strategies in order to secure new prospects and close deals. However, there are some simple tricks you can employ that can increase your ROI with emails and remodel your engagement.

1. Don’t Get Too Wordy

At SalesLabX, we run into so many organizations that feel the need to write an entire novel with every email they send. As tempting as it might be to include as much information as possible with your content, you must resist! Too much content can drive away your prospects by overwhelming them. Instead, determine what is the most valuable information and just use that. Bullet points. Look at all of your content. If it doesn’t have a meaningful reason in assisting with conversion, then it shouldn’t be there. Simple as that.

2. Personalize your subject lines

Everyone is familiar with %%first_name%% (or {{Recipient.FirstName}} if you’ve upgraded to HML). See our article, Understanding HML. But what you may not know is that you can also use this same language in your subject lines and pre-header text! This is arguably even more important since the subject line and pre-header text is the first thing prospects see in your email. Try making a subject line like “%%first_name%%, Your Deal Awaits!” and pre-header text like “This deal has been personalized just for you %%first_name%%.”​ Your prospect will be drawn in much more readily, and feel as though the content is just for them and them alone. Who doesn’t like to feel special?

3. Take a step back

When creating emails, email campaigns, and engagement studios, don’t be afraid to take a step back and actually look at the "why" of what you’re doing. It’s easy to get lost in the day-to-day and forget that your emails should have some kind of an end goal. Maybe your recent emails have only been linking to an article without providing a link to get a demo or to contact your organization. Maybe you just need some fresh, new ideas. Either way, taking a breath looking at your campaigns from another perspective can help drive those new ideas and generate worthwhile solutions.​

4. Discover What Sets You Apart

You’re probably keenly aware of what makes you different from your organization’s competitors, however you may not be properly communicating those points to your prospects in your email communications. Take a moment and write down three ways that your organization is different and/or provides more value than your competitors, and use those points to create marketing initiatives. Does your organization provide on-demand customer service? Let the prospect know that in your emails! It could be something as simple as adding a section in another campaign about those points, or even devising a whole engagement studio around these differences. If they click into that section, then that’s even more engagement, and the prospects are able to see why picking your organization is the better choice. They’re going to feel more informed, and therefore more confident in their decision when they’re making their partnering decisions.

5. Dull CTAs are a No-Go

Look at your emails. If you can’t see what you’re supposed to click within the first couple seconds, then the CTA is not prominent enough. This problem can be caused by several factors. Maybe the color doesn’t pop. Changing a CTA color to be eye-catching and high contrast against the background can be of the utmost importance. Maybe your CTA is too far down. Having your important CTAs too far down in the email means that a prospect will not immediately have somewhere to click, this can drive them away through frustration or lack of interest. They may not even make it to the CTA at all! Remember, you have a very short amount of time to grab a prospect's attention, so make it simple and clear where they ​should be clicking.

Generating ROI may sometimes feel like an ever-growing, complex problem in today’s day and age, but there are still a ton of ways to get creative and make those bottom-funnel closings happen! Your prospects are on your lists for a reason! Converting and creating engagement can be as simple as fixing a few mistakes and properly optimizing. Try some of our tips to start increasing your ROI today!

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