A few conceptual changes to your core email marketing tactics can lead to better ROI in 2023. All it takes is a little bit of adjustment and better measurement parameters…

The start of every new quarter or for that matter, new year revolves around assessing past marketing and sales tactics and strategies to measure how they performed, with the aim of finding areas for improvement. For both, marketing and sales teams, emails will remain a reliable channel through which to pursue new prospects and nurture existing ones. For marketers especially, identifying what can help drive more ROI through this channel without clogging their target recipient’s inbox with unnecessary content becomes more crucial.

With that in mind, what should marketers do in 2023 to drive better email marketing ROI? Here are some starting points:

Have Unique Goals

2023 is a year for marketers and sales teams to focus on tighter targeting practices. Which means, it is also a time for both counterparts to have more specific goals aligned to every part of their outreach. This includes email marketing or cold email outreach.

Marketers who choose not to send too many emails to bombard a target’s email inbox will be at a better advantage. Prospects and customers today are already party to a wide range of prospecting emails and brand transactional emails.

What marketers can do instead is:

Set a unique goal to every marketing email outreach. Is the email cadence meant to achieve something specific, like a click, a download, a registration? Accordingly, the right parameters will need to be evaluated against each email send: for instance – in this case: just looking at open rates serves a nil purpose.

The larger the number of email recipients for email marketing sends, the more the number of unsubscribes or spam reports can be expected. This can eventually impact the overall email marketing ROI down the line.

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Understand your Online Visitor’s Level-of-Interest in The Brand

Today’s martech enhancements allow brand marketers to track their website visitors and create workflows that allow them to then send automated email nurtures to those visitors or even assign those visitors to a specific brand sales rep for further outreach.

But here’s the thing: a website visitor might not have the intent to buy into your product or service yet. Maybe the visitor was just there to read up about something and isn’t ready to receive any outreach from you.

Furthermore, a landing page form-fill does not necessarily qualify as intent to buy and this is where marketers can make a difference by tweaking their landing pages to include qualifying questions that can help them understand more about their web visitor’s interest. It is crucial to know whether a web visitor is just browsing around for personal knowledge so that a marketer can determine whether to include them in a brand outreach or not.

Email Marketing that Motivates

Email marketing is here to stay, until the time that email remains one of the primary modes of business communication. While there exists several types of to-dos and content as well as best practices on how to write better subject lines or build better email cadences, not many brands follow the fundamental of -> building email marketing flows that motivate the prospect and buyer, that motivates them to take action, to click, to book a call with your sales team or simply, to simply, to reply back to you.

Last Words

2023 may turn out to be challenging time for brand marketers and sales people as economies struggle with recessionary prompts. Using whatever marketing and sales channel accessible to you to not just drive interest but create deeper impact can help strengthen the prospect and customer relationship, leading to ROI at some point in the year’s cycle.

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