“The money is in the list.”
I’m sure you’ve heard this a million times before.
Email is not only not dead — it remains one of the top performing marketing channels available to any entrepreneur.
But here’s the thing most of them get wrong about email marketing:
It has nothing to do with the size of your list… and everything to do with list quality, and how you approach your campaigns.
Today, let’s talk about the latter. Because I want to share with you 5 strategies that will help you dramatically increase the ROI from each email campaign you send. You will learn:
- The simplest and most effective hack to get more people to open and click on your email
- Why sending to more subscribers can give you a worse result… and what to do instead
- How to write sales emails in a way that makes people actually want to read your pitch
- 2 marketing techniques designed to compel your subscribers to buy from you now
Let’s dive in…
1. Resend your campaigns to “unopens”
Sometimes the best way to get more eyeballs on your email is… simply sending that same email again.
Well, it’s not as easy as I’m making it sound. Here’s how this strategy actually works:
Step 1. Send out an email campaign the way you normally would.
Step 2. Use your analytics to look up who didn’t open the initial email.
Step 3. Resend your campaign with a different subject line to all “unopens”
Step 4. Enjoy your boosted conversions!
Changing the subject line is the only part of this hack that’s even slightly difficult — make sure that it differs from your original subject and still reflects the content of the email. And if you need ideas for awesome and high-converting subject lines, use our headline formulas guide.
This super easy strategy can double your open and clickthrough rates on any email campaign, just by itself (you’re welcome). But before we move on to Strategy #2, I want to give you a heads-up…
…Use it sparingly!
What I mean is, keep this technique in your back pocket for high-stakes campaigns you want to be seen by as many subscribers as possible. Don’t clog your prospects’ inboxes for just anything — deal?
Wonderful! Moving on…
2. Use segmentation to your advantage
I get it. It’s tempting to send your email campaigns to absolutely everyone on your list. The more subscribers you include, the higher your conversion rates are going to be, right?
Surprisingly, no! You can actually get a lot more ROI from a small, highly targeted segment of your subscriber base — as opposed to a “spray and pray” approach where you try to reach everyone with the same message.
Why is that? Well, for starters, if you’re creating a campaign for a specific segment of your list, it’s easier to make the offer and the copy both relevant and personalized.
Unsurprisingly, people enjoy getting relevant offers, and say yes to them more often!
But besides that, some subscribers are just more likely to buy than others. If you reach out to people who are engaging with your emails consistently, or customers who have bought from you before, or new subscribers whose mind you just blew with an incredible lead magnet… of course you’ll get better results.
These insights might seem obvious, but most business owners still don’t apply them to their email marketing — and miss out on conversions and ROI as a result.
Segment your subscribers, engage them with highly relevant offers and specific, personalized copy, and your email performance will go up by leaps and bounds.
3. Use video in tandem with email
Augmenting your email campaigns with video is one of the best ways to boost your results.
Email is already ahead of other channels in terms of the ROI it can produce — but when paired with video and its capabilities for engagement and conversions, it becomes even more effective.
Here, judge for yourself:
- Simply mentioning the word “video” in the subject line can boost your open rate by 6%!
- Emails with images and GIFs are proven to grab attention for much longer than text-only campaigns
- Adding visuals (screenshots, GIF outtakes, etc.) to your email’s call to action can increase clickthrough rates
All these benefits translate to having more eager eyeballs on your offer. So even if your ultimate conversion rate stays the same (it’s unlikely, but let’s assume the worst-case scenario), you will still end up generating more revenue!
When used together, video and email marketing create a powerful synergy. Use it to your advantage. For example, next time you launch a new offer, create a companion sales video that you can send to your list. It could be an explainer, a case study video, or a demo — anything that drives home the life-changing value of your product or service.
Integrate it in your emails like I’ve just shown you, and enjoy the increased performance!
4. Maintain a 75/25 value-to-sales ratio in your emails
I’m going to tell you a surprising thing about why most sales emails fail.
Or maybe it’s not surprising at all — depends on how you look at it.
Anyway, that #1 reason is:
Those sales emails are way too salesy!
They focus too much on pushing an offer, and not nearly enough on delivering value to prospects. And sure, sales emails are supposed to, well, sell! But if that’s all they do… you’re in trouble.
If reading your emails provides your customers with no value beyond just the sales pitch, most of them won’t do it. Simple as that.
That’s why you want to make your marketing emails valuable to your audience — whether or not they end up buying from you. Before you try to sell them on anything, use your email to help them, educate them, entertain them… or better yet, all of the above.
So, what’s the lesson here? Try to make your marketing emails 75% value and only 25% sales pitch. Pull your subscribers in and get them invested in your content, and save your actual offer for last. Counterintuitively, this will help you deliver a much more persuasive sales argument in favor of your product or service!
5. Use ethical scarcity and urgency to drive action
Unless your customers have a good reason to buy from you right now, they will be much less likely to purchase at all. As in, ever! When an offer is available at any time, 24/7/365, what’s the rush? Your prospects can afford to wait… and wait… and wait.
It’s a sad fact of consumer psychology — that’s why marketers have invented tools like scarcity and urgency to counteract it, and give buyers a compelling reason to buy as soon as possible.
I highly recommend that you leverage scarcity and urgency in your marketing, including your email campaigns. Here are a few ways to do just that:
- Make limited time, one time only offers for first-time customers. Price them lower than your normal offerings, and throw in various value-adds to make them even more appealing… but give your subscribers limited time to act (2-5 days is ideal).
- Introduce timed bonuses for people who buy within a certain time frame, or limited-quantity bonuses for the first X number of buyers who decide to invest in your offer. This is an excellent way to drive early sales, no matter what the offer is.
- For extra credit, use a tool like Deadline Funnel to create customized landing pages and email campaigns with countdown timers that expire past a certain time.
For even more ideas on how to implement ethical scarcity and urgency in your business, check out this guide we made.
The #1 way to maximize revenue from your email list
If you want to get more bang for your buck email marketing-wise, there is one thing I recommend more than anything else…
Having an effective funnel in place to attract, nurture, and convert new subscribers on autopilot. A well-designed, optimized funnel can make a monumental difference in your business, no matter what industry you’re in.
Showing you how to build one would go far beyond the scope of this article, however… but I know exactly where you should go instead.
If you want to skyrocket your ROI from email marketing, then you will love the 5-Day Lead Challenge created by Russell Brunson — Founder or ClickFunnels and a friend of The Draw Shop!
This challenge will take you from absolute scratch to a high-converting funnel in just 5 days — for free.
Interested? Then check it out below: