How to Measure Return on Investment in Digital Marketing

One must know thing in a business is how to measure the results of an investment? It is often done by comparing investment and gain. Profitability is of one of the major goals of every business activity and it is measured through Return on Investment (ROI). Best thing about Digital Marketing is that its result is measureable through various analytic tools. A Good ROI is the main expectation of a company when it opts for Digital Marketing Services.


ROI is a widely used profitability ratio, a high ROI means increased profit and business. It is important factor while preparing Digital Marketing Strategy and allocating budget on different activities such as advertising, Email Marketing, SEO, Social Media, etc. There is always a question which Digital media channel provides best ROI? Here are some of the tips to help you find the answer.

Email Marketing – Email Marketing takes less effort and provides better results. If you have an established business/website you may have an email data of your customers/visitors. By using that data you can boost sales of your products and services. It you don’t have email database; it will take time to build one still the result is worth efforts.

PPC Advertising – PPCis all about data so you can measure everything including ROI. You need to make a dedicated landing page for your ads and analyze the traffic of your website. Cost of acquiring a lead/sale can be easily tracked in this method.

Search Engine Optimization (SEO) – Most of the websites use analytical tools like Google Analytics to study the data of their website. It gives in dept details about traffic sources, demographics of audience, etc. Search engine visibility on relevant keywords and website ranking are performance measures in SEO.

Social Media Marketing – Tracking ROI in social media marketing can be challenging as its result is often intangible such as engagement, reach, awareness, etc. It is also measured with number of page likes, fan & followers, retweets, repins, etc. With the help of some tools such as Google Analytics, Bitly, Google Link Shortner, Twitter Analytics and Facebook Insight, you can track your social media ROI. There are many third party tools such as Hootsuite, Socialmention, Klout, Buffer and Keyhole to determine your social media ROI.

Tracking ROI in Digital Marketing is not a difficult task depending on the measurements. Roughly performance parameters can be divided in to two categories, quantitative and qualitative. First can be easily measured and calculated but the second one needs deep analysis as it is intangible.

Email Marketing Strategy

Email marking is an effective and economical medium of digital marketing however if not executed with proper strategy and planning, it fails to fetch desired result. Email marketing is not just throwing Bulk Messages everywhere; it would not do any good to your company.

Email Marketing Strategy
One need to understand human psychology first, why would anyone open and read an unknown email?
Its answer is simple, Interest or relevancy. Interest of everyone is not same so target a segment of people as per your business. If you send relevant mails to relevant people, as per their areas of interest, open and conversion rate of your email campaign will increase. To show the relevancy, you should insert an eye catching subject line.
Content of your email should be short and simple as people often ignore lengthy messages, apply attractive colors, design and image to create interest and curiosity in recipient.
Personalization is very important; people receive hundreds of marketing mails and they know these bulk mails are sent to thousands others too. So they don’t pay much attention to it but when you personalize, they feel special. Name of a person is the sweetest word for him in any language; use their name instead of Sir/Madam, give contact details of your company and include social media sharing buttons; customized offers. These simple things go a long way in acquiring customers and building lasting relationship with them.
Body of your email should contain call to action and sense of urgency elements. It can be any button or link such as click here, limited period offer, and special offer for you only, etc. Don’t use too many links, it only confuse readers. Your links should land your reader to the exact place as mentioned in the mail needless to say landing pages should be attractive.
With increased use of smart phones and tablets most of the people check email on their phones so your email marketing must be optimized for mobile otherwise you will be frustrated with end result. One last but not the least thing is to offer some incentive to open mail or click on the link inside mail. Though it is not recommended but you can apply it, in case your brand is not established and well known in the market.

Mass mailing
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Email marketing is one of the most effective mediums of marketing. It is simple and economical way of reaching to masses in minutes. It is extensively used across the world for promotional activities, sales and marketing, brand building etc.

Bulk Emailing (Mass Mailing)

Bulk emailing also known as mass mailing is the act of sending large quantity of targeted emails generally for the purpose of marketing and promotion of a product or a service. Bulk mail software is used to send mails in large quantity. You cannot send bulk mails from personal email ids. Gmail does not allow more than 200 – 250 mail per day. In yahoo mail too you cannot send more than 500 mails per day and one message can be sent to 100 people only, same situation with AOL and Hotmail. Some of the best email software are Polite Mail, Mail Chimp, Email Marketing, Sandblaster, etc.

Main features of Bulk email Marketing

• It is fastest marketing method
• It is cost effective
• Wide range
• Personalized message
• Effective and Reliable
• Improves brand image and web traffic
• It reduces human time and effort
• Real time messages
• Highly focused and targeted

Most of the businesses send bulk mail for marking and promotion of their products and services, sometimes bulk mail is mistaken for junk mail. Most of the time these mails are marked spam, deleted and unsubscribed, however if you implement few things in your mass mailing campaign, It would be highly successful.

Do’s of Bulk Emailing

• Keep you mailer short, Simple and to the point
• Eye catching subject line
• Use both image and text
• Call to action
• Show urgency
• Put an unsubscribe link or button

Don’ts of Bulk Emailing

• Don’t mislead recipients
• Don’t use too many links
• Don’t insert big size images

How to build an Email Database

There are various methods to promote your business online but none is as reliable and cost effective as email marketing. Email is the cheapest medium of communication and entire world comes in its ranges. With the use of email software and databases one can easily target a segment of people.

How to build an Email Database
Today almost everyone has an email id even people who don’t use social networking sites use email; such is the power and reach of email. One can ignore social media messages, RSS feeds but he cannot overlook mails. So it is very important to build an email database.
You can purchase it instead of building but it is not recommended because people subscribed to what they are interested in. A purchased email database contains emails of those people who never opted to receive your emails so they may put your emails in spam or unsubscribe. Purchased email database has high bounce, spam and unsubscription rate which will eventually damage reputation of your company.
So building email list is the only way, it is effort taking, time consuming still it worth all the pains.
Simple ways to build Email Database
Make the subscription process easy – Keep the subscription form at a place where visitors can easily locate it. Subscription process should be easy and simple; nobody likes to fill up a lengthy form so ask for minimum required information. Request an email address first rest of the information can be obtained later, don’t solicit sensitive information, it will create doubt in visitor’s mind. Readers should also be made aware about the benefits of subscription.
Create quality email content – After acquiring email address of a visitor, next step is to engage and retain him. We get lots of emails every day and have no time for spam and unnecessary mails. So it is imperative to create quality and useful content to retain subscribers.
Offer an incentive – Provide some free stuff on subscription. Free word itself is very attractive and you can easily drive traffic to your website or make people subscribe to your email list by offering free and useful things. It can be an e-book, discount or coupon depending on the nature of the business.
Organize online/offline events – You can collect a long list of email addresses by hosting an event requiring people to register with their email ids. In this way you not only promote your business but also build a lasting relationship with your customers by helping them.
Security & Privacy – Many people fear that their email address would be sold or made public; you need to clearly state your privacy policy that you do not sell or disclose customer’s email id. Here you have to take people in confidence which is very important in any business.
Use Contact us & Feedback form – There is contact us tab in almost every website, but feedback form is available mostly to existing customers only. By using both forms you establish communication with a prospect which can be turn in to a customer in future.