How to increase ROI in email marketing


ROI allows you to track the effectiveness of mailings and determine which email campaign brought income and which wasted the entire budget. If you carefully monitor such a ratio, you can not only avoid high costs, but also increase profits.

What is ROI and how to increase it in email marketing – we understand in today’s article.

What is ROI?

ROI (Return On Investment) is a return on investment ratio that shows how much money was invested in an email campaign and what profit was made from it. Conditionally, you spent 10 rubles, and at the exit you received 300 rubles, so the profit was 290 rubles – that means you went into profit.

With ROI you can:

  • evaluate the benefits of various investments;
  • analyze individual campaigns;
  • reduce the dynamics of costs;
  • calculate the profitability of the email campaign;
  • evaluate the effectiveness of the campaign in general.

Calculating the exact value of the indicator is quite simple, but there are parameters that are difficult to measure quantitatively – this is audience engagement and loyalty. Therefore, you can find many different formulas related to ROI, but everything will come down to a simpler version:

ROI = Income / Investment

Substituting the formula from the previous example, we get the ratio of 290 rubles to 10 rubles. If you work well on mailings, this value can be significantly increased.


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We increase the ROI of email marketing

There are several proven ways to improve ROI in email campaigns. This includes confirmation of subscription, A/B testing, working with content and verification of mailings according to special criteria. Let’s take a look at each method and see how it affects ROI.

Method 1: Set up a two-step subscription

This method involves confirmation of subscription to the newsletter from the user. You yourself have probably encountered this many times when you left data to receive letters from any company. First, the user fills out the form, after which he receives an email with a confirmation link – he goes through it, and then subscribes to the newsletter.

How is it useful for the company? Your contact base will end up containing only those subscribers who actually exist. That is, it will not be the case that part of the database is fake addresses that are not used by anyone. Subscribers will be real, and openness and other metrics will be higher.

If you work with users from the European Union, then DOI is connected to this – a documented fact of the subscriber’s consent to receive your mailings. This is a mandatory requirement that is provided for in European countries and is prescribed in the GDPR – the general data protection regulation.

For greater effect, we recommend sending multiple confirmation emails to potential subscribers. It should only be done with a certain condition – if the first letter was ignored for some reason, then the second one is sent.

Method 2: A/B testing

A/B testing involves sending two emails with the same message but different content to a small percentage of subscribers. One half of the test group is sent version A, the other – version B. This is how the most effective version is determined, which will be directed to the remaining audience.

For example, you want to understand what will work better in a summer newsletter for an online store: an offer to buy beach clothes or advice on choosing accessories – glasses, caps, etc. For this, two newsletters aimed at a small audience are launched. The letter that has become the most successful, for example, with a high open rate, is selected and sent to the remaining audience.

Method 3: Using dynamic content

Dynamic content allows you to change the content of the letter depending on the subscriber. For example, if you have an online store, you can use a special script that will track the actions of visitors. One person is interested in fishing products, another in surfing, and a third in gardening. All received data are sent to the email mailing service, where personal mailings will be compiled based on them. In this way, subscribers will receive the letters they are interested in.


How to increase ROI in email marketing

And this is the same newsletter, but for a different audience group:

An example of dynamic mailing

Method 4: Attracting subscribers using GIF animation

Animation always sets a certain mood to any mailing. With its help, you can also increase the ROI indicator. The main rule is not to use gifs that are too large. Stick to the 150-750 KB range and emails will load quickly in most cases.

Note also that not all mail services support GIF animation, for example, in versions of Outlook 2007, 2010 and 2013, subscribers will see only a static image. Therefore, try to make a gif not a simple element, but an informative banner, the essence of which can be understood in any applications.

Method 5: Analysis

Without proper analysis, it is difficult to talk about the effectiveness of mailing and increasing ROI. Statistics help you learn about metrics like opens, clicks, unsubscribes, and spam complaints. This way you can understand which mailing was useful and which brought only more problems. For example, you created a promotional newsletter for new subscribers, where most users sent emails to spam. As a result, the trust rating and reputation of the domain deteriorated.

Statistics will allow you to track this situation, and you will be able to analyze why it happened. For example, you can use A/B testing to understand the problem.

As a rule, it is possible to obtain statistics on sent letters through email distribution services. IN Cheapsender for this there is a separate section “My mailings”.

How to view mailing statistics in Cheapsender

Method 6: Checking the mailing

Sometimes the ROI is significantly lower due to small flaws that should be fixed in all mailings by default.

Here’s what you should always check:

  • Adaptability. Make sure all emails are displayed correctly on all devices. It is possible that in the mobile version the layout goes down, as a result of which many users send letters to spam because they cannot read them properly. In Cheapsedner, for example, responsiveness can be checked and adjusted right in the letter builder.

How to adjust the adaptability of letters in Cheapsender

  • Domain reputation. This indicator directly affects the delivery of the entire mailing. You can check it in the special Mail tester service.

How to find out the reputation of your domain in email newsletters

  • Content of the letter. Review the content of the email and make sure there are no spelling mistakes, links open correctly, and photos look good and fit the theme. At first glance, it may seem that these are small things, but in fact, such simple things can turn away subscribers.


There are several effective ways to increase ROI in email marketing, which we discussed above. For implementation, it is not necessary to resort to any complicated actions. For example, you can simply add two-step authorization or make sure that the letter is correct. If this does not help, try using A/B testing, which allows you to choose the most effective email for subscribers. We wish you success!

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