The second format for marketing we recommend is to send email campaigns to your membership list. Although effective, email campaign programs are typically not free depending on the size of your list. Some programs like MailChimp offer email marketing for lists under a certain size for free.
Pro tip: Email is a channel that generally offers a good return on investment, with 66% of companies rating email marketing ROI excellent or good in 2013. No other channel, except SEO, is rated that high.
Basically the top e-mail marketing tips are also pretty generic: don’t spam, make your e-mails more interesting, and make them stick. But how do social media and e-mail relate to each other when it comes to ROI?
The most effective way to reach a wide audience across all platforms is to run a cross-channel marketing campaign. That means, for a certain amount of time (for example: one week), you will create a promotion and share it via an email campaign, a Facebook and Twitter post, and on your website. To know which channel adds to the revenue overall, you can use a simple method to compare.
By using discount codes, you can distribute a different code for each channel. It can be a real code, but online it can also be included in a link. You should capture those codes on the point of sale, or registration in case of an event. Then you can track your sales revenue generated from each channel, and measure your success.
Now this is something that you could do each day, but you don’t want to give a discount each day. One way is to do a 24-hour promotion, and also offer a sale on the software or your services each month.
Be sure to measure the appropriate metric when testing as well – if it’s sales you require then be sure to use that as your metric when determining whether a subject line, a Call to Action or an image is the most successful one to use – don’t just assume that if an email gets the most opens that it will then convert into producing the highest conversions.