The process of Email marketing may not always bear the kind of results that you expect. In fact, even after doing all the basics right the response rates may fall way short of expectations. The good news is that Email responses can be enhanced with a little bit of analysis and research.
We discussed, earlier, the importance of gathering statistical data during Email campaigns. With this ton of information available and a few creative segmentation strategies, email response can be enhanced by a great deal. Your Emails may reach three sets of readers:
• Those who deleted the Email without even opening it
• Those who opened the Email but did not read it or click on the offer made
• Those who read the Email, clicked on the link provided but did not accept your offer
The set which represents readers who never opened your Email is probably the biggest. It is very much possible that at least 50% of readers discarded your Email as junk. To boost response rates of such readers, you should segment these as a group and change the subject line of the Email, and the sender’s name and address. Chances are good that
you’ll find some of the changes work better than others, and that some of the non-openers to the first message have opened up the new message based on a single and possibly simple change.
Perhaps this change lies in a new appeal in the subject line, or perhaps it's due to the message coming from a living person instead of an impersonal company. Record and save those variables and continue to test and fine-tune them with each subsequent campaign.
The next segment comprises of readers who read the Email but were not interested enough to click on the offer and land on your website. This segment may be pretty huge as well. It is very likely that most of these readers may have read a couple of lines at the beginning of the mail and deleted it. The best possible remedy in such cases is to analyze the section of your promotion—does it say enough to make people want to read further? If not, reformatting and/or reworking the introductory copy and headline may be all it takes to increase your clicks.
Finally, we have the last segment comprising of readers who actually read the Email and were interested enough to click through and reach your website. However, once they got there their interest disappeared and they chose not to go through with the transaction. Such a segment would be much smaller when compared with the above two segments.
In such cases it may be best to take a hard, objective look at the landing page. Something is clearly missing or is not being communicated properly. Does the offer remain clear? Is
the form too cumbersome or too long? Can you revise the form, and perhaps also revise some of the required form fields within it, for purposes of having these potential customers complete their first transaction?
Some times it may pay to instill a tad of humor in your Email. There have been many instances when potential clients were so taken by a humorous gesture in mails that immediately decided to do some business with the marketer. Make some assumptions and apply them to your next campaign. It's all about getting potential customers over that hurdle and making that first commitment.
Considerable time and effort may be required to enhance Email responses. That said, the fruits such a process may bear over a period of time can be well worth it.
We discussed, earlier, the importance of gathering statistical data during Email campaigns. With this ton of information available and a few creative segmentation strategies, email response can be enhanced by a great deal. Your Emails may reach three sets of readers:
• Those who deleted the Email without even opening it
• Those who opened the Email but did not read it or click on the offer made
• Those who read the Email, clicked on the link provided but did not accept your offer
The set which represents readers who never opened your Email is probably the biggest. It is very much possible that at least 50% of readers discarded your Email as junk. To boost response rates of such readers, you should segment these as a group and change the subject line of the Email, and the sender’s name and address. Chances are good that
you’ll find some of the changes work better than others, and that some of the non-openers to the first message have opened up the new message based on a single and possibly simple change.
Perhaps this change lies in a new appeal in the subject line, or perhaps it's due to the message coming from a living person instead of an impersonal company. Record and save those variables and continue to test and fine-tune them with each subsequent campaign.
The next segment comprises of readers who read the Email but were not interested enough to click on the offer and land on your website. This segment may be pretty huge as well. It is very likely that most of these readers may have read a couple of lines at the beginning of the mail and deleted it. The best possible remedy in such cases is to analyze the section of your promotion—does it say enough to make people want to read further? If not, reformatting and/or reworking the introductory copy and headline may be all it takes to increase your clicks.
Finally, we have the last segment comprising of readers who actually read the Email and were interested enough to click through and reach your website. However, once they got there their interest disappeared and they chose not to go through with the transaction. Such a segment would be much smaller when compared with the above two segments.
In such cases it may be best to take a hard, objective look at the landing page. Something is clearly missing or is not being communicated properly. Does the offer remain clear? Is
the form too cumbersome or too long? Can you revise the form, and perhaps also revise some of the required form fields within it, for purposes of having these potential customers complete their first transaction?
Some times it may pay to instill a tad of humor in your Email. There have been many instances when potential clients were so taken by a humorous gesture in mails that immediately decided to do some business with the marketer. Make some assumptions and apply them to your next campaign. It's all about getting potential customers over that hurdle and making that first commitment.
Considerable time and effort may be required to enhance Email responses. That said, the fruits such a process may bear over a period of time can be well worth it.
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