Improve Your Email ROI With These Four Easy Techniques

According to the Direct Marketing Association (DMA) small businesses enjoy a $43.52 return on every dollar spent in email marketing. That's the strongest ROI-yielding direct marketing tactic, and it's a result that even small businesses on a small business budget certainly can't ignore.

If you're not quite seeing a 4,300% return on your email marketing investment, why not consider one or more of these kick-starts:

*** Take Advantage of Personalization

If you're using an email service provider, you should already have an abundance of personalization options. And if you're trying to do email marketing the old-fashioned way, there are several software options that will allow you to merge database fields into your message.

If you've never taken advantage of personalization through data merge, give it a try. But be careful to avoid over-personalization as it can come across as spammy, and even trigger a few spam filters. You want to be sincere and natural. Look beyond merely dropping in a first name here and there. What other information do you have that can be incorporated into your message, such as city name, business name, employee size, recent purchases, buying patterns, motivating factors etc.

And when you're ready to take your personalization to the next level, consider adding personalized URL marketing to the mix.

*** Move Into Segmentation

Segmentation is where the real ROI comes in. Most small business owners take their entire mailing list and send the exact same message to each and every person on that list. But if you're running a buy-one-get-one-free special on Blue Widgets, do you really want to send that message to customers who just purchased blue widgets last week? Or if you're adding marriage counseling to your list of services, do you want to notify your clients who recently went through a divorce? You get the picture.

By segmenting your list, or breaking it down into smaller lists, you can send relevant messages to your prospects and clients. You'll see your open rates and response rates soar. Segmentation and relevance go an extremely long way in building trust, loyalty and, in the end, your bottom line. And it doesn't have to be complicated or expensive. Chances are, you already know more about your clients and prospects than you realize. It's just a matter of coordinating your point of sale information with your email database.

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