8 Ideas for boosting email marketing ROI

Email continues to be a major workhorse when it comes to boosting engagement and conversion, particularly in B2B. Here’s eight tips for better email marketing.- Get visual. Show prospects what you are offering, says Annalisa Church, senior director, marketing technology at Akamai. Include eye catching clickable buttons in your email to engage recipients. “If you’re offering a video, show a picture with a play button.” Vary the frequency. There’s no one size fits all rule when it comes to how frequently you should reach out to your audience. Stu Richards, CEO of BredIn, notes that the driver of email frequency should be determined by both how much your customers and prospects say they want to hear from you, and how much content you actually have to offer. “The driver of frequency is how much good stuff you have to share, and how much time it takes to come up with [relevant] topics and formats. Know the journey. What do you want a prospect to do once they open your email? Know your ideal customer journey and create communications that will guide your audience on their way. “You have to have a sense of where you are trying to take somebody,” says Anthony Nygren, evp, EMI Strategic Marketing.