Set up sophisticated and consistent email marketing

For ten years in a row, studies have reported that email generates the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI and gives marketers the broadest reach of all the channels available to them. According to an infographic from VentureBeat developed in 2015, there are more than 1,876 companies across 43 different categories providing tools and platforms for marketers. That was three years ago, just imagine how many there are now.

Despite this, email marketing continues to be the best bet for business growth. Not surprising really, when there are 3 times more email accounts than there are Facebook and Twitter accounts combined.

However, it's not simply a matter of firing out an email and hoping for the best. These ROI figures are only possible when the discipline is given significant attention. From segmentation and targeting, to cleaning databases, developing new email contacts, engaging through personalisation, measuring and analysing, researching open rates and best times to send emails, the list goes on. But given the potential returns, it's certainly worth it.

Keep it clean

BMMI Shop's current email database contains 8,862 individual email addresses. Of this, only 3,399 have opened 1 or more emails out of the last 5 that have been sent. If the filtering is updated to show who, of these people, have a contact rating of 2 stars or more, this number is reduced to just 1,700 people. If this is changed to 4 stars or more, the list is reduced to 453.

Since January, 7 people reported BMMI's emails as spam and 327 emails have bounced. These figures need to be reduced in order to avoid the the account being shut down for abuse.

Improving BMMI Shops' email marketing databases has to be made a priority in order to increase engagement, sales and return on investment. Doing so will also avoid BMMI as a group from being banned from using Mailchimp and it's servers to send out emails.

Recommend BMMI Shops' research suitable email marketing campaigns, rolling out automated drip campaigns, cart abandonment and personalised shopping recommendations. Also recommend rolling out continual marketing campaigns to develop email marketing database.

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