PPC Free Advice
In order to account for these wide variations in factors, PPC Affiliate we suggest some general “baseline” ratios that should be achieved on any particular mailing. There should be more opens than bounces, or else the list is probably out of date. Also, there should be more click-throughs than opt-outs, otherwise the offer is poorly targeted or the list is of questionable origin.
In order to get the optimum response you will need to send two or three multiples of your email marketing campaign, each time using a variation of the original offer. If they haven’t responded by 3 attempts, it’s time to change your approach. PPC Affiliate Guide
The typical response pattern is that mailings 1 and 2 will have a similar response, with number 2 often slightly fewer click-throughs than number 1. Number 3 picks up the stragglers and undecided recipients, so the response will be much lower, but usually significant enough to justify the mailing. Please note that you shouldn’t necessarily just blast out three mailings one after another. For example, you might piggyback your first offer onto a monthly newsletter, send the second offer separately as a special promotional mailing two weeks later, then finish the series with the final offer in the next month’s newsletter.
It is useful to understand how the size of your lists is changing over time. By viewing how many people sign up for your lists each day, you can attempt to correlate list growth with other marketing activities that you may be conducting. It is also important to consider how many people are signing up for your lists versus how many are opting off of them. If your lists have been cleaned, and the overall list size is still shrinking, you need to reevaluate both your list acquisition strategy and the content relevancy of your mailings.
Testing is critical to optimizing your email marketing campaigns. But in order to test, you have to measure first. Make sure you have a way to collect detailed information about your mailings, preferably in an automatic way. Careful analysis of the actual metrics will help give you the information you need to take your email campaigns to the next level.
Enhancing Email response
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?
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