Quick Start: Setting Up Your First Campaign with 360 Send

7 Proven Strategies to Maximize ROI with 360 SendIn a crowded marketing landscape, getting the most out of your email and messaging platform matters. 360 Send promises a full-suite approach to customer outreach — combining automation, deliverability features, analytics, and multi-channel touchpoints. Below are seven proven strategies to maximize return on investment (ROI) with 360 Send, with practical steps, metrics to track, and examples you can apply immediately.

1. Align campaigns to clear business goals

Start every campaign with a measurable objective: increase revenue, reduce churn, drive leads, or boost lifetime value (LTV). When goals are specific, you can design the right flows and measure ROI precisely.

• Examples of measurable goals:

  • Increase monthly revenue from email by 15% in 90 days.
  • Reduce churn rate by 2 percentage points for trial users over three months.
  • Generate 200 qualified leads per month via nurture sequences.

• Key steps:

  1. Define the primary metric (revenue, conversions, retention).
  2. Set a baseline using 360 Send analytics for past performance.
  3. Choose the campaign type (welcome series, cart recovery, re-engagement).
  4. Estimate target improvement and required traffic.

• Metrics to track: conversion rate, average order value (AOV), revenue per recipient, and customer acquisition cost (CAC).

2. Use behavioral segmentation and dynamic content

Generic blasts underperform. 360 Send’s behavior-based segmentation lets you send contextually relevant messages that convert better.

• Practical segments:

  • New users (0–7 days): onboarding sequences.
  • Active shoppers: product recommendations.
  • Dormant users (90+ days inactive): win-back campaigns.
  • High-value customers: VIP offers and early access.

• Dynamic content tactics:

  • Insert last-viewed products, predicted interests, or personalized discounts using merge fields.
  • Use conditional blocks to vary CTAs — “Complete purchase” vs. “Learn more” based on past behavior.

• Expected impact: personalized campaigns typically yield higher open and click-through rates, often improving conversion rates by 50% or more compared to non-personalized blasts.

3. Optimize deliverability and sender reputation

Deliverability is the foundation of ROI: excellent creative means nothing if messages never reach the inbox.

• Technical checklist:

  • Authenticate sending domains with SPF, DKIM, and DMARC.
  • Warm new IPs gradually with controlled volume ramps.
  • Use 360 Send’s deliverability tools (seed tests, spam filter checks).
  • Remove or suppress hard bounces and spam complaints quickly.

• Content best practices:

  • Avoid spammy subject lines and excessive imagery.
  • Keep HTML lean and include plain-text versions.
  • Monitor engagement and suppress persistently inactive addresses.

• Metrics to track: inbox placement rate, deliverability %, bounce rate, spam complaint rate.

4. Build revenue-focused automation funnels

Automations convert with less ongoing effort. Design funnels that map to customer journeys and prioritize high-impact moments.

• High-ROI automations:

  • Welcome series with initial offer and product education.
  • Cart abandonment and browse abandonment flows.
  • Post-purchase cross-sell and review requests.
  • Churn-prevention sequences for at-risk customers.

• Timing and frequency:

  • Send the first cart abandonment message within 1–3 hours.
  • For welcome series, space messages 2–4 days apart with value-first content.
  • Use behavior to adjust cadence: accelerate messaging for high-intent prospects.

• Example funnel: New user -> Day 0 welcome + discount -> Day 3 product tips -> Day 10 social proof + upsell. Typical uplift: automated funnels often account for 30–50% of email-driven revenue.

5. A/B test everything that matters

Testing turns assumptions into repeatable gains. 360 Send supports A/B testing across subject lines, content, CTAs, send times, and channels.

• What to test:

  • Subject line length and tone (curiosity vs. direct).
  • Sender name (brand vs. person).
  • Email layout (single-column vs. modular).
  • CTA copy and color.
  • Timing and day of week.

• Testing protocol:

  1. Test one variable at a time for clear insights.
  2. Use statistically significant sample sizes — avoid drawing conclusions from tiny splits.
  3. Run iterative tests: implement the winner, then test another element.

• KPI focus: open rate for subject line tests; click-through and conversion rates for content and CTA tests.

6. Use multi-channel orchestration to amplify results

360 Send supports combining email with SMS, push, and in-app messages. Orchestrating channels increases reach and conversion while respecting customer preferences.

• Orchestration patterns:

  • Email + SMS for cart recovery: email first, SMS after 4–8 hours if no action.
  • Welcome pathway: email educational content + in-app prompts for engaged users.
  • Time-sensitive promos: SMS + email for higher urgency.

• Respect frequency and consent:

  • Let users set channel preferences in a preference center.
  • Use progressive profiling to ask for phone numbers or push opt-ins at the right time.

• Expected benefit: multi-channel flows can increase conversion velocity and lift total campaign ROI by 20–40%, depending on audience and offer.

7. Measure unit economics and tie spend to outcomes

To truly maximize ROI, connect campaign performance to revenue and margins, not just opens or clicks.

• Unit economics to calculate:

  • Revenue per recipient (RPR) = total campaign revenue / recipients.
  • Cost per conversion = campaign cost / conversions.
  • LTV-to-CAC ratio for users acquired via campaigns.

• Attribution and reporting:

  • Use 360 Send’s revenue tracking and UTM tagging to attribute conversions accurately.
  • Compare automated flows vs. blasts by revenue contribution and cost.
  • Run cohort analyses to see long-term value from email-acquired customers.

• Actionable decisions:

  • Reallocate budget to top-performing flows and segments.
  • Pause low-performing blasts or rework them with personalization and testing.
  • Increase bid/acquisition spend where LTV/CAC supports scale.

Conclusion

Maximizing ROI with 360 Send combines clear goals, personalized targeting, technical deliverability, revenue-first automations, disciplined testing, multi-channel orchestration, and tight measurement of unit economics. Start by auditing current performance, prioritize the highest-impact automations (welcome, cart recovery, post-purchase), and deploy segmentation plus A/B testing iteratively. Over time those compound into sustained revenue improvements and lower acquisition costs.