{"id":22430,"date":"2020-09-29T18:01:06","date_gmt":"2020-09-29T12:31:06","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=22430"},"modified":"2023-03-13T17:06:33","modified_gmt":"2023-03-13T11:36:33","slug":"tips-to-increase-email-marketing-roi-with-salesforce-marketing-cloud","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/tips-to-increase-email-marketing-roi-with-salesforce-marketing-cloud\/","title":{"rendered":"5 Smart Ways to Increase Email Marketing ROI with Salesforce Marketing Cloud"},"content":{"rendered":"\n

Did you know that the World Bank predicts a baseline <\/strong>5.2% contraction in global GDP in 2020<\/strong><\/a>?<\/strong><\/p>\n\n\n\n

A contracting GDP implies lower consumer demand, shifting consumer behaviors and therefore possibly lower consumer spends. Even large, well-known brands like Unilever acknowledge that the current challenging global environment has prompted them to change their marketing tactics, rethink their priorities and review their spends to ensure that it remains effective and appropriate.<\/p>\n\n\n\n

But even in uncertain times, customers maintain their email inboxes with a keen eye, which means that email marketing remains one of the highest drivers of marketing ROI. So in today\u2019s challenging business and customer landscape, how can savvy email marketers improve their email marketing ROI?<\/a><\/p>\n\n\n\n

Salesforce Marketing Cloud (SFMC) boasts a number of tools that empower email marketers to keep up with today\u2019s buyers while also extracting the maximum possible email marketing ROI. <\/p>\n\n\n

\"Let<\/a><\/div><\/div>\n\n\n\n

So if you are an email marketer or a Salesforce certified email specialist<\/a>, here are 5 email marketing tips and tricks <\/a>(plus some cool email marketing ROI statistics) to help you boost your email marketing ROI.<\/p>\n\n\n\n

1. Start right \u2013 with the customer<\/strong><\/h2>\n\n\n\n

The Salesforce report Trends and Tactics Driving Marketing ROI<\/em> found that 71% of customers<\/a> now expect real-time communication from the brands they engage with. Furthermore, 73% of them say that one \u2018extraordinary\u2019 experience raises their expectations of other companies, it\u2019s not just customer demand<\/em> that fuels email marketing efforts today, but the desire to deliver memorable customer experiences.<\/em><\/p>\n\n\n\n

So the first step to increasing email marketing ROI is to let customer expectations guide your email marketing priorities, strategies and tactics. This means answering the question, \u201cWhat are you trying to achieve with this new email marketing campaign?\u201d with an answer like, \u201cEngage current customers, inspire new customers and stand out in the inbox.\u201d Define clear intentions to improve the value of your emails for recipients. Determine your KPIs (e.g., click rate by link over time) and objectives (e.g. 5% increase in subscriber base over six months). If you don\u2019t understand these things in advance, you could wind up over-sending emails which may cause subscriber fatigue and hurt your customer file.<\/p>\n\n\n\n

2. Modernize your email marketing \u2018toolbox\u2019 with the right technologies<\/strong><\/h2>\n\n\n\n

Another cool email marketing ROI statistic in the Salesforce report: 89% of successful email marketers prioritize modernizing their email marketing toolbox for personalization and other in-demand strategies. Another 88% also recognize the importance of unifying their customer data sources. <\/p>\n\n\n\n

To keep your email marketing program ahead of the competition, ensure that your technology stack, tools, and data are razor sharp, and always focused on the customer\u2019s needs and goals. Here are some useful email marketing tips and tricks to try:<\/p>\n\n\n\n

1. Warm up your IP address<\/em><\/p>\n\n\n\n

If you send an email to every prospect right away, it will raise a red flag for spam filters. Build a reputation by starting with your best lists. Keep sending volumes low during the first week or two, and then increase until you reach your goal.<\/p>\n\n\n\n

2. Set up email authentication<\/em><\/p>\n\n\n\n

Email authentication protects your brand\u2019s reputation from spammers. Set up rules to determine how your emails will be sent, so fraudulent senders can\u2019t imitate you. Use systems like Sender Policy Framework, DomainKeys, or DomainKeys Identified Mail to do this.<\/p>\n\n\n\n

3. Keep an eye on bounce rates<\/em><\/p>\n\n\n\n

To keep your emails out of spam filters and in customers\u2019 inboxes, periodically review your bounce rates. SFMC Email Studio provides several reporting options to track email campaign performance and troubleshoot issues related to deliverability.<\/p>\n\n\n\n

3. Focus on \u2018full-funnel\u2019 email marketing<\/strong><\/h2>\n\n\n\n

Here\u2019s an interesting email marketing ROI statistic: The number of marketers tracking lifetime customer value (LTV) is projected to grow 107%<\/a> over the next few years. The rise of LTV\u2019s prominence corresponds with marketers\u2019 growing focus on end-to-end customer experiences, which in turn is spurred by growing customer demands. However, creating customer experiences that foster high lifetime value requires close coordination across multiple functions, of which email marketing is one critical part. In other words, full-funnel marketing is in and business silos are out.<\/p>\n\n\n\n

Almost 78% of customers now expect consistent interactions across departments. That\u2019s why high-performing marketing teams integrate their email marketing and other tech stacks. Some inspiring statistics<\/a> to help you improve your email marketing ROI:<\/p>\n\n\n\n