How to Improve Cost per Impression in Email Marketing

Email marketing remains a powerful tool for businesses to engage with their audience. However, achieving a low cost per impression (CPI) in email marketing is crucial to ensure a healthy return on investment (ROI). In this article, we'll explore strategies to improve your CPI in email marketing and enhance the effectiveness of your campaigns.

• Segmentation and Personalisation:

• Begin by segmenting your email list based on demographics, behaviours, and preferences. Tailor your email content to cater to the specific needs and interests of each segment. Personalisation enhances relevance and reduces CPI.

• Quality Content Creation:

• Create high-quality and engaging email content. Incorporate personalised recommendations, eye-catching visuals, and compelling copy that addresses your audience's pain points and aspirations.

• A/B Testing:

• Continuously experiment with different email variations to identify what resonates best with your audience. Optimise elements like subject lines, visuals, and call-to-actions (CTAs) based on performance data.

• Optimised Sending Times:

• Analyse your audience's activity patterns and schedule your emails to coincide with peak engagement times. Proper timing can significantly affect impressions and CPI.

• Conversion Tracking and Analytics:

• Implement conversion tracking to measure the effectiveness of your email campaigns. Analyse which emails lead to the most impressions and allocate your budget accordingly.

• List Management and Clean-Up:

• Regularly remove inactive or uninterested subscribers from your list. This ensures you're targeting an audience genuinely interested in your offerings, leading to a lower CPI.

• Strategic Budget Allocation:

• Distribute your email marketing budget strategically across different campaigns and segments based on their CPI and ROI performance. Focus more on areas that deliver better results.

• Leverage Automation:

• Implement automated email sequences for onboarding, lead nurturing, and abandoned cart recovery. Automation saves time and enhances impressions.

• Mobile Optimization:

• Ensure that your emails are mobile-responsive. A significant portion of your audience accesses emails on mobile devices, and a seamless experience can reduce CPI.

• Feedback and Iteration:

• Gather feedback from subscribers and adapt your email content based on their preferences and requirements. Continuous improvement leads to more efficient campaigns.

By implementing these strategies, you can lower your cost per impression in email marketing, maximising your ROI and ensuring your email campaigns are efficient and effective.