How To Improve Your Email Marketing ROI


Did you know that there are around 4 billion email users worldwide, and the number is still growing because of its massive popularity and functionality? 

It comes as no surprise that email provides a massive opportunity for businesses to enhance their reach and engage audiences. Email marketing offers a sure-shot chance for companies to boost their return on investment as every dollar you invest in email marketing gives you an average $42 return

It is a highly cost-effective and straightforward way to create a loyal customer base and get them to act on your CTA. Whether you want them to sign up for discounts, drive them to your website or interact with your brand, email marketing can do it all. 

Any business that wishes to stay at the top of its marketing game must include email in its digital strategy. But when it comes to email marketing platforms, there are better alternatives to Mailchimp that deliver optimal performance.

Here are some ways you can improve your email marketing ROI and grow your brand:

  1. Form Segmented Lists

Your target audience usually falls into separate categories, divided by their demographic and psychographics. 

Build different subscriber lists according to their characteristics such as demographics, behavioral data, purchase history, and sales funnel stage. This helps to target them with appropriate content and increase your email ROI. 

Choose the criteria that are the most relevant to your business and prioritize them based on their importance. A more targeted approach improves the chances of reaching out to your subscribers in the most productive way. 

  1. Send Personalized Emails 

Personalization is always a great way to stand out and catch your customers’ attention. Using the right time and content to target customers through your emails improves customer experience, and they are motivated to open the email, thus increasing revenue.  

Use your recipients’ names instead of a generic greeting in the email’s subject lines and ensure that you test them first to avoid sending wrong-named emails to your subscribers. 

It is also helpful to send automatic behavior-based trigger emails for specific actions that users perform. For instance, if a customer visited your website and subscribed to your brand for sales information, you can send them an email informing them of upcoming sales and offer coupons they can use for a discount. 

  1. Track Email Performance

With so much effort you put into your email marketing strategies, you must track and enhance your email performance daily. 

Several email platforms enable you to test your emails’ elements like the email content, sender, and subject line. Furthermore, you can carry out A/B tests to determine what content types perform the best with recipients. 

Use the results to develop the most successful and relevant strategies to optimize your future email marketing campaigns. 

  1. Add Videos

Another valuable way to improve engagement with your emails is by adding videos to them. Studies show that video thumbnails in emails increase clicks by approximately 22% over image thumbnails. 

Quality content videos add variety to an email’s features and increase the chances of people opening the links to visit your website. They can easily catch on to the visuals and relate to the content through this approach. 

  1. Time Your Emails 

Timing plays a huge role in ensuring recipients open and follow your emails. If you send an email at the wrong time, there is a huge risk that the subscriber won’t even find it in their inbox.

On the other hand, a well-timed email has a higher chance of being opened and read, consequently increasing engagement and revenue. Make sure you carry thorough research to understand the best time to send emails to your target audience. This can be as detailed as the perfect day, time, and hour. 

Schedule your emails based on the highest probability of them opening and reading them, which can vary for various businesses. 

Additionally, determine your audience’s preferred holidays like Easter, Black Friday, Super Bowl, Valentine’s Day, etc. Plan your email marketing campaigns accordingly and in advance to attract customers on and before the day. For instance, announce pre-sales and limited products’ pre-launch to give access to paying customers and ensuring sales. 


Most of us have access to our email accounts almost all the time. We tend to stay active on it, making it an excellent opportunity for businesses to approach their current and potential customers through the channel. 

Email marketing has been an essential part of digital marketing. It is a cost-effective yet convenient marketing strategy that allows brands to engage with their subscribers and inform them of relevant information.