But the average ROI doesn’t have to represent the ceiling for your outdoor-focused e-commerce brand’s efforts. With a few tried-and-true tactics, you can take your numbers even higher. Plus, in the ever-changing landscape of digital media and marketing, there has never been a better time to double down and grow your owned media while investing in a more robust email marketing program. That can help your company increase its revenues, build brand loyalty and increase the lifetime value of its customers.
4 ROI-raising tactics
When your outdoor-focused e-commerce brand is looking to take the ROI of its email marketing campaigns to even higher levels, consider these four proven-effective strategies from TBA Outdoors for getting more out of your email marketing efforts:
1. Invest in customer research
Knowing what drives your customers and their purchase decisions is one of the best ways to make your messaging resonate more with them — and to drive more business for your brand. And by performing well-executed customer research, your outdoor-focused e-commerce brand can get into the heads of existing and potential customers to better understand what they’re looking for in your product offerings, along with how you can keep them coming back.
2. Use data to create an email marketing plan
The most effective strategies for boosting the ROI of outdoor brands’ email marketing campaigns aren’t shots in the dark — they’re developed based on real data derived from real customers and other outdoors enthusiasts. So, when planning your outdoor-focused e-commerce brand’s upcoming email communications to customers, be sure to leverage all pertinent data you have available to guide your messaging choices and boost the effectiveness of your campaigns.
3. Develop and share relevant content
When your brand can serve as an expert advisor to and a trusted source of pertinent news for interested outdoor consumers, it can help you build long-lasting consumer relationships that can eventually lead to enhanced customer loyalty and even brand advocacy. And one of the best ways to become just such a trusted information source is by creating valuable content that resonates with outdoor consumers and sharing it with them — both via email and your brand’s social channels.
4. Develop an automated email strategy
With built-in tools that help users much more easily accomplish tasks like email design and creation, email timing management, email list segmentation, and triggered email sends, today’s email marketing software can take a lot of the legwork out of your outdoor-focused e-commerce brand’s email marketing campaigns. And as such, by developing a well-thought-out automated email strategy for your brand, you open the door to big opportunities related to, among other things, economies of scale, added worker efficiency and customer retention.
Real-world example: TBAO client FIREDISC
To help client FIREDISC elevate the returns it was seeing on its email marketing efforts, TBA Outdoors performed consumer research for the outdoor-focused e-commerce brand. Then it used the insights revealed by the research to develop a powerful content strategy, then implemented and executed a full-funnel email marketing strategy for the Texas-based producer of portable, propane-powered cookers.
After a year of implementation, the results of our optimizations included:
- The early campaign open rate of 22.7% in January 2021 jumped by over 10 percentage points to 33.97% by campaign end in December 2021.
- The unsubscribe rate fell by more than 27% from in the same time period.
- 2021 revenue from email marketing efforts increased 74.4% YOY
Could your outdoor-focused e-commerce brand benefit from working with a team of outdoors-obsessed marketing professionals to optimize its consumer messaging and broaden its brand loyalty with email marketing? At TBA Outdoors, we’re here to help you build powerful and effective email campaign strategies, create and send needle-moving emails — and grow your revenues! Let TBA Outdoors evaluate your current email marketing efforts and recommend a new, optimized strategy that will grow your brand’s revenue and keep your customers coming back for more!
Beyond email marketing, our fully integrated marketing firm boasts a team of seasoned specialists (and outdoors fanatics) who can cover all aspects of marketing for your outdoor brand — including social media, web design, consumer research, e-commerce, brand strategy, creative, SEO, analytics, public relations and much more — all in one place. And as certified brand strategists, we can also help you with the big-picture adjustments sometimes needed to put your outdoor brand on a course to long-term success.
To get started with professional guidance ranging from a simple website analysis to a comprehensive strategy tailored to boost your outdoor brand’s overall performance and identity, contact us today — and take the next step toward hitting your brand’s full potential!
