Tuesday, 11 September 2012 09:23

3 Top Tips to boost your ROI.

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It has become apparent that it’s getting harder and harder to get recipients to click through. This is because of a lot of lazy email marketing by some of the big companies. This laziness is automatically giving our customers a negative thought on our emails because the last 2 or 3 that they have opened have been disappointed. We can’t control what they are sending, but what we can do is make what we are sending so much better that they automatically forget the previous email.

We need to connect personally with our consumers, use smarter segmentation and make the most of the triggered emails tool. 

So today I’m going to cover exactly those three points and how you can use them to maximise your ROI.


Smarter segmentation is something that we all need to start looking at if we want to stand out from the crowd. Everyone knows how to segment by gender, age and location. But we need to start digging deeper, go in to behavioural queries and check out their last purchase, and emailing them relevant products. This is linked to the reporting system that gives you so much information, try to use as much of it as you can.

Triggered email

When using triggered emails in the right way, it is such a powerful tool. A cleverly planned triggered email will give you the best chance in a purchase. This is something though, that you have to experiment with. It might not just work the first time around. Start off with a triggered email when a shopping cart is abandoned  and then when you get used to it and a bit braver you can email someone with some products that you know they’ve looked at on your website. Triggered emails are just a small push along to secure a sale, like a shopping buddy to your recipient, saying ‘oh go on, that will look lovely on you’.


Just saying ‘Hey David’ is not email personalisation anymore, if you still think so then you need to play catch up. Personalisation can be so much more. You have all this wonderful information about each of your subscribers, you know of course their name, their gender, their age, where they are from, but much more importantly you know what they like, what they need, what they bought last, from this you could build an email for each of them, imagine an email, built especially for you, from the subject line to the very last image, would be pretty appealing hey?
Preferences like favourite colour, or what size really will encourage higher click through and maximise the opportunity to boost ROI.
Well with the system and the tools we can do that now. Get in there and find it and start sending your subscribers emails with things that they want to see and buy, get it right and you will see your online sales sky rocket!


Mitch O'Callaghan is the UK Sales Manager here at BrotherMailer, and spends his time talking to Email Marketeers, finding out what's new and what's old, what works, what doesn't, and ensuring BrotherMailer users get the best results.

Tel: 020 8774 7148 mitch@brothermailer.co.uk