Why an Enterprise Email Marketing Software Solution Alone Is not Enough for Email ROI

If you’ve invested in an enterprise email marketing software solution as a better fit for your increasingly complex email marketing needs, you’re probably taking advantage of many of the features now available to you.

But that software alone is not enough to generate the higher email ROI you seek. You must still work your way through the stages required for each individual customer, to get your emails delivered, opened and acted upon. No, beyond the enterprise ESP, you still need the content that leads to the relevance then engagement then deliverability then inbox placement and then, finally, the ROI.

Start with good content
If people don’t like what you send them, why should they keep opening your emails? Heck, why should they keep getting your emails? (Can you say “unsubscribe”?) By quality content, I mean content your audience views as useful, compelling, entertaining or in some other way worth their time.

As the first step, quality content is essential and leads to…

Improved relevance
When content is useful or compelling or entertaining in the opinion of your recipient, that’s usually because it is relevant to them. To create even better content that’s more relevant, further segment your lists to ensure an even more tailored message at the right time. Using enterprise email marketing software like iPost makes that kind of granular segmenting easy to do. When the message is right and right on time, it can’t help but be more relevant, and more relevance leads to…

Increased engagement
When recipients know you consistently send them quality content that is relevant to them, they are going to be more engaged with your emails. They are going to seek out your messages in their inboxes and they are more likely to open and then engage with them, confident that they’ll find information they want. This increased engagement then leads to…

Improved deliverability
Although your switch to an enterprise email marketing software platform might help your deliverability rate, your ESP alone does not maximize that rate. You still must adhere to email deliverability best practices. Getting your emails opened is one of those best practices. The more often your emails are opened and engaged with, the more ISP respect you’ll earn and the more likely you are to get your emails delivered which leads to…

Inbox placement
…actually showing up in those inboxes, also known as your Inbox Placement Rate (IPR). Not every email delivered gets to the inbox because some go directly into spam or junk folders. And do you see that a higher IPR leads to…

…optimal email ROI?
The more emails you get delivered, opened and engaged with, the more sales you make and the higher your email ROI. It really is as simple as that. But your enterprise email marketing software alone won’t make it happen.