How to Improve Email ROI With Matthew Montoya From Constant Contact

How to Improve Email ROI With Matthew Montoya From Constant Contact Email marketing is that trusted friend that’s been around forever and will never let you down. You can always turn to it when you need some help. Plus, it gives you a whopping average ROI of 3,800%. That’s $38 for every $1 invested. Today, we’re talking to Matthew Montoya, the partner enablement and training manager at Constant Contact. He has helped consult more than 13,000 businesses on email marketing best practices. Email has been around a long time, but Matthew describes current trends and what works today. People who give you their email address are expressing interest in your business Quantify the value of your email list by multiplying the size of your list by the price point of the average they sell to get a dollar figure Biggest change in email marketing over the last seven years is mobile readership; 51% of business/non-profit emails will be opened on a mobile device People used to spend 35-40 seconds reading an email; now it’s 5 seconds Emails need to be succinct, make an impression, and include a call to action Think of an email not as a message, but an advertisement where people see the information, act on it, and go to your website or elsewhere to learn more Every contact matters and can produce money for your company The more targeting and testing you do, the better your responses HTML vs. Plain Text: Depends on your audience, but concise HTML emails usually generate higher, better responses Preview email messages to see how they display on different devices Know your audience to know what content they will find valuable and relevant Constant Contact’s Marketing Pillars: Segmentation, personalization, automation People look first at who sent an email, rather than the subject line; email should come â€Å"from† the brand Test subject lines to avoid repetition and make sure they grab readers’ attention Explore all marketing options across platforms all work together to share a story Links: Constant Contact Constant Contact for Free Email Subject Line Tester Integrations Write and send a review to receive a care package If you liked today’s show, please subscribe on iTunes to The Actionable Content Marketing Podcast! The podcast is also available on SoundCloud, Stitcher, and Google Play. Quotes by Matthew Montoya: â€Å"Email marketinghas changed dramatically over the last seven years. What used to be a best practice has evolved.† â€Å"Email marketing may haveless sex appeal than social media and other kinds of marketing.† â€Å"The one app that most people don’t even think of as an app is email. And yet, that’s probably the most used app on your phone because that’s where we’re doing business.† â€Å"Think of an email not as a message. It’s not a form of communication. It’s an advertisement.† It’s really important for everybody, if there’s one huge takeaway today beyond just building a mobile-responsive and mobile-friendly email, it’s making sure your content within that email is relevant.