More Incremental Improvements for Rockin’ ROI


email marketing consultant

More Incremental Improvements for Rockin’ ROI

Last time , we talked about adding triggered automated emails to your email marketing program as an incremental improvement that can add up to a big boost in email marketing ROI. As promised, here’s the second of our suggestions for these kinds of small changes with rockin’ returns.

This one might have you scratching your head at first, however. Today’s suggestion? Incrementally grow your list.

Yes, incrementally. Rather than go for a huge jump in numbers by focusing on quantity, go slow but steady. Slowly build that list and you’ll build a better list, guaranteed.

Does that sound counter-intuitive coming from an email marketing consultant? It shouldn’t it. It’s the smaller, higher quality list that will outperform the random, quantity list. And performance is what we are after, after all.

Ways to incrementally grow your in-house email list include asking people to sign up for your emails at every possible touch point:

  • In your employees’ email signatures
  • On every page of your website
  • On your Facebook page
  • In your blogs
  • In every transactional email

  • At checkout, whether buying online or in person

Each one of these “asks” is a small one to implement and—like the small changes we’re recommending to your email marketing program—will add up to one big improvement.

Even if your in-house email list only grows by 5% with your quality focus, that’s 5% more names of people who want to hear from you…much better than 20% more names of people who don’t!

Next time, our third suggestion for incremental improvement: Be straightforward. Watch for it here in our email marketing consultant blog!

About Marco Marini

Marco Marini has been at the forefront of email marketing since its inception as a channel. Prior to co-founding ClickMail, Marco developed pioneering email campaigns for CyberSource, eHealthInsurance, DoveBid and IBM Canada while holding key marketing roles in those organizations. Through his experience on both sides of the email marketing table--client and agency--Marco has developed significant expertise in using email to its full potential to generate substantial return on investment for marketers, management and investors. As CEO at ClickMail, Marco’s main focus is defining the company’s strategy. However, he also spends time advising clients on how to leverage enterprise-level ESP technology as a primary engine for business growth. His expertise in every aspect of email enables Marco to guide clients and ClickMail’s internal teams to develop sophisticated campaigns that employ best-in-class strategies, overcome technical hurdles, and meet business objectives. Marco was born in Canada and grew up in Italy. He and his wife are the parents of four children. He is active in the Silicon Valley Italian Executives Council and is on the Northern California board of Stop Hunger Now.

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