GoKawiilOpinions expressed by Entrepreneur contributors are their own.
Key Takeaways Email continues to drive revenue, but sending rules are stricter and reaching the inbox is getting harder.
To protect your email ROI, keep your list healthy and build a strong deliverability program.
Monitor metrics closely so you can send fewer, better-targeted campaigns.
Email is still one of the highest-ROI channels available, but that doesn’t mean it’s immune to inefficiency. In a tougher economy, small mistakes become expensive very quickly.
Most companies aren’t losing email ROI because the channel stopped working. They’re losing it through avoidable mistakes, like sending too many emails, often to the wrong people.
Here’s what to adjust in your email marketing strategy today to protect your ROI and make every dollar work harder.
Why sending more emails won’t fix your ROI problem
When email revenue starts to decline, one of the most common reactions is to send more emails and hope for better results. The problem is, your audience isn’t waiting for more emails. They’re already overloaded.
In a recent ZeroBounce study, 43% of respondents said the main reason they unsubscribe from marketing emails is that the brand emails them too often. In other words, sending more emails doesn’t increase ROI. It can push people away. And once they unsubscribe, that opportunity is gone.
... continue reading