5 tips to cut growing email marketing costs

Are your email marketing costs getting out of control? There are a number of reasons why this could be the case, but the two most common are that you’ve outgrown your current ESP or you’re not utilizing all of your platform’s features to the max.

Read on to see how you can spin common spiraling costs into return on investment. Here are 5 tips to cut growing email marketing costs.

Problem #1: “We’re stuck using the batch-and-blast method”

If your current email marketing platform is inefficient and difficult to use, you’re probably still creating one-size-fits-all messaging and hitting ‘send all’ to all of your contacts. This could be costly for two reasons:

  • If your list has grown significantly over time. You’re constantly exceeding the send limit with your current ESP. You’re probably receiving a large bill every month and in turn not seeing ROI.
  • Sending irrelevant, impersonal emails could not only cost you credibility with your subscribers. It could cost you their email address and their business.

Here at dotdigital, we’re set up to grow with you. Whatever shape or size your businesses.

Email marketing automation technology has come on leaps and bounds over the past few years. Thanks to our simple-to-use yet powerful platform, it’s never been easier to segment contacts into meaningful groups and create automated programs that utilize customer data to deliver relevant, personalized emails. Read on to find out what to do next…

Problem #2: “Few people are engaging with our emails and we’re not seeing ROI”

Are you spending time creating and sending emails but no-one’s opening or clicking through? It’s likely to be because you’re not capturing their interest. By using the data you collect on your customers – like gender, location, interests, past purchases, web behavior – you can segment them into meaningful groups and target them with relevant content.

You might want to tell customers about an offer in a particular location, or tell all the ladies in your list who’ve purchased sale items in the last month about a new offer on dresses. These are just basic types of segmentation that you can do, based on the data you have. You can get really complex and that’s often what stops many marketers from adopting segmentation. The software they’ve got makes it complicated and the data connectivity isn’t seamless.

With dotdigital, you can create simple or complex segments fast with our drag & drop segment builder. What’s more, you can pull in dynamic content so even those in your closed segment groups can receive different messaging. For instance, you might want to include different content blocks with offers based on customers’ previous purchases so you can increase the chance of click-through and conversion.

Problem #3: “We’re spending too much time and money on content creation”

We mentioned earlier about the need to deliver more personalized communications to your customers. But that doesn’t mean you need to keep creating heaps of new content to go to each person in your list.

There are a number of automated email programs that are proven to deliver conversions and, once set up, will do the work for you. Here are some email programs used by many of our clients and are simple to set up in the dotdigital Program Builder:

  • Welcome series
  • Transactional
  • Post-purchase
  • Abandoned cart
  • Abandoned browse
  • Product replenishment
  • Customer retention
  • Recommendation and upsell
  • Lost customer
  • Date-driven programs

Download our 10 email programs for retailers guide to see real-life examples and successes.

Problem #4: “Data imports are taking up too much resource”

Manual data imports can be a real drain on people’s time. Disconnected systems and databases are inefficient and are often what deter brands from being able to get smarter with their marketing outputs.

With dotdigital, you can load data straight into the platform in a matter of clicks. Either from an Excel or CSV file, or by importing contacts directly from Salesforce. What’s more, our dotdigital for Magento and dotdigital for Microsoft Dynamics connectors allow you to seamlessly harness the power of your live data. No imports needed. Everything’s accessible from inside one unified dashboard. This, from a time standpoint, will help cut growing email marketing costs.

Problem #5: “We’re spending too much time and money on email template design”

Trying different email template designs is a great way to see which ones resonate best with your different audiences. After all, we know that the color and placement of a CTA button can impact results at the very least.

In today’s mobile-centric world, it’s also essential that your emails work on a multitude of different devices. Creating different templates and making sure they’re responsive can be time-consuming and costly if your current software isn’t flexible and doesn’t allow for easy customization.

That’s why dotdigital is the choice for many small to medium-sized businesses, thanks to tools like EasyEditor and a bank of free and editable mobile-responsive templates. We can help cut growing email marketing costs/

Want to find out more?
  • If you’re not already a dotdigital client, book a demo to see the platform in action or check out our case studies to see client success stories.
  • If you’re a dotdigital client and want to discover how to get more out of the software, please contact your Account Manager.
  • Keep up to date with new information at our blog.

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