Are you throwing away 10% of your revenue by doing what you’ve been told is the right thing with inactive subscribers?
That’s entirely possible if you follow widely held best practice. You know, those subscribers that haven’t opened any of your emails for over 3 months, you might as well stop emailing them?
After all, if you send say two emails a week, then after three months you’ve been ignored almost 30 times. You’re clearly not welcome?
The evidence is to the opposite, some of those subscribers who go through periods of not being interested in your offers can and do come back. In fact I commonly see over 10% of revenue comes from people who would have been considered inactive.
The chart below shows the response curve for the percentage of subscribers who opened by the date of last open. There are two key takeaways from the chart: [click to continue…]
Because its human nature to try to answer questions, using a question in the subject line of an email is a great way to engage and hook your reader, so increasing your open rate.
However, just asking any question is not enough to increase your email open rate. It needs to be the right type of question, one that intrigues the reader enough to open, with the expectation of finding the answer.
With the help of a selection of strong performing real subject lines I’m going to give you some principles to creating questions that intrigue and motivate readers to open your email. [click to continue…]
Brands got foolish yesterday and why not? An April Fool email is a great way to add a little spice and fun to the email inbox.
You’ll find some examples of foolish behaviour below and just what made them special, with emails from GoApe, Boden and Redbox. Take a look and see which tickle your fancy. [click to continue…]
The killer feature of email marketing is the metrics. However, just looking at open rates and click rates each month, noting they’ve gone up or down but not using the data to learn and change means you’re missing out.
So what should you do instead? I’ve asked 9 email marketing experts to share how you can get more value from your email metrics, what metrics matter, what you should track and use to drive improvement in your email marketing performance. [click to continue…]
High open rates can make you feel good but you should be much more concerned about high click rates.
The reason? Simple, clicks translate more closely to real business objectives and revenue. In fact analysis of 196 campaigns showed [click to continue…]
Read this post fast and you might just make it to the end before another quarter of a billion emails are sent. [click to continue…]
It’s easy to think that all you need to do is put a good offer in the subject line and bingo you’ll get the best open rate.
But could how you talk about the offer make a difference? [click to continue…]
A big concern of all email marketers is how to stop emails going to spam.
The biggest single cause of ending up in the junk folder is consumer spam complaints. When too many of your subscribers classify your email as spam, the ISPs reduce your reputation and your inbox placement suffers. [click to continue…]
Your customers don’t experience single emails but rather the continuous flow of email content you send. If all your emails feel like the last one it’s time to take stock.
So rather than planning and conceiving email campaigns in isolation to each other, you need to stand back, look at the mix of content and types of email you’re sending over time. [click to continue…]
Awards are valuable assets when it comes to marketing. Sure you can tell everyone you’re the best but let’s be honest, who’s going to really believe you?
A third party endorsement with an award speaks volumes more. Winning awards isn’t just luck either; you can load the dice in your favour.
Parkdean have come top in their category for a British Travel award in 3 out of the last four years and they were runner up in the fourth of those years. Impressive stuff, how do they do it? [click to continue…]