In an unsteady economy, it’s more important than ever that each of your email marketing campaigns contribute as much as possible to the bottom line. And with cutbacks in staff, budgets and bandwidth, companies need to streamline programs to create an increasing return on investment.

To help you with this effort, following are three top tips that you can put to work today to build your email marketing muscle and pump up conversions and campaign results.

Muscle Builder #1: Maintain a Quality Email List

The most important part of any email marketing program is list man¬agement. Your primary goal should be to create the largest possible list of responsive and qualified customers and then manage it well. It may be tempting to simply grow the larg¬est email list you can. But if that database contains unqualified prospects, all you’ll have is a large list with little potential for delivering a large return. Keep in mind that list building is an ongoing process. According to research, email lists churn at a rate of about 30 percent annually, so even if you’re cur¬rently satisfied with your list, you need an ongoing opt-in program just to maintain that volume.

Muscle Builder #2: Create Relevant Email Content

After a quality list, quality content is the most important part of your email marketing campaign. Without the right (relevant) content, you risk low response rates, high unsubscribe rates and spam complaints. You may even risk email deliverability issues that can be difficult, and costly, to fix. Use preference center information, Web analytics, demographics and other data at your disposal to create content that will be relevant and meaningful to your prospects.

Muscle Builder #3: Test, Test, Test for Optimal Email Campaign Performance

The very nature of email marketing – sending out a commu¬nication that invites a response – means that you’ll always have the opportunity to know what performed well and what fell short. Over time, you’ll be able to refine your email program to eliminate low performing campaigns and focus your budget and time on campaigns that drive the best results.

It’s important to note that testing is an ongoing commit¬ment, not a one-time effort. Each send is an opportunity to learn and improve for next time. If you test two email campaigns against each other, you’re not done. Now, refine based on what you learned and test again. Don’t make all of your decisions based on one result. Every single email cam¬paign should contain a testing component to help you refine your programs over time.

Email marketing continues to be one of the most efficient and effective marketing methods available to marketers today. But there is still a significant difference in the ROI obtained from optimized campaigns versus those that are not. And optimization often means just getting the basics right. Failure to do so can dilute the chances of realizing your email campaigns’ money-making potential. By checking to make sure you’re using these simple email marketing muscle builders, you’re just steps away from an increased return on investment and more money for your company’s bottom line.

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About the Author

Shannon Titus is the senior marketing programs manager at Lyris. She is responsible for creating compelling email marketing communications and programs to share with Lyris customers and prospects.

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