How Content Plays a Role in Improving ROAS

Messaging matters. Every marketer knows that instinctively. And when it gets down to brass tacks, your content and messaging can make or break your email and SMS marketing campaigns. 

So, how can you tell if your messaging is falling short?

Look at your return on ad spend (ROAS). ROAS is a key performance indicator (KPI) that helps marketers evaluate the efficiency and profitability of a marketing campaign. You can apply it to your overall marketing spend or get granular and go on a campaign-by-campaign basis. 

But let’s look at how you can tap into ROAS to determine your content’s effectiveness — and how to improve it.

Why ROAS matters for messaging

Return on ad spend determines how much revenue is generated to the amount spent on advertising. It helps you see the financial performance of your marketing efforts. 

By analyzing the ROAS of different email campaigns, marketers can determine which content resonates best with readers, driving action and boosting engagement. When you know which messages, images, and CTAs get more clicks and conversions, then it’s a lot easier to get the most out of your campaigns and maximize revenue optimization. 

Here are a few areas where ROAS can help you make better decisions around your marketing strategy:

• See where you’re getting the biggest bang for your buck, which can help with budget allocations
• Learn which audiences connect with your content so you can better refine and identify your target audience
• Reviewing the effectiveness of third-party marketing tools to see if they’re providing a genuine return on investment (ROI)

How content can enhance return on ad spend

How you communicate with your subscribers plays a huge role in the success or failure of your brand. And today’s customers? Well, they are savvier than ever. They know what they want, and understanding what moves the needle with them can dramatically improve your conversions and revenue. 

You can’t leave it up to chance or hope something resonates. Instead, there are some key areas you can target that can help you improve your ROAS and keep customers happy.

Go all in on personalization

Embracing personalization is one of the most important things you can do to connect with your readers and improve your revenue. Smart Banners™ and Smart Blocks™ make it easy to automate personalization at scale. And we’re not talking generic stuff. This is performative personalization, data-driven messaging proven to drive engagement.

Don’t take our word for it — our amazing clients have seen a 10-17% lift in revenue using our approach. And when you focus on providing more personalization, you’ll see more clicks, conversions, and revenue, all while improving the customer experience.

Keep messages relevant and timely

Sending timely and relevant content ensures readers always get value from your messages. Here’s where personalization helps you stand out, too. You can take any message you send, add a personalized Smart Banner™, and ensure it’s relevant to the reader.

You also want to make sure your highest-converting messages get more visibility. That’s why our approach helps you focus on adding personalized, triggered content to your promotional emails. Why keep some of your most valuable, most clicked messaging as a fraction of your total send volume when you can ensure it’s always seen?

Don’t forget about personalized animation

Want to really enhance the engagement of your emails and SMS campaigns? Start including personalized animation in your messages. It helps not only make your messages more eye-catching, but they often convey what you want to say far better than text alone.

Use animation in SMS to tell a story or take your customers on a journey without overloading them with text. And in email, it’s an amazing way to enhance content, like showing multiple abandoned cart items or rotating product images. 

Zembula can help you get more from your messaging

Whether it’s email or SMS, we know how to make it easy to send valuable, personalized, and relevant content to every one of your readers. Doing so is the first step in building genuine trust with the people on your list. 

Over time, that can lead to more loyalty and repeat purchases and improve the lifetime value of your customers. Each of these can do wonders for getting the most out of every email you send. 

Want to learn more about how Zembula can help? We’d love to chat. Contact us today to request a demo.