Our lesson learned was how to improve email marketing. Our challenge wasn’t so much the opt-in database, but getting the folks in that base to read (open/click on) the newsletter and the stories in it. Our first move was to create a sense of involvement or empowerment for the recipients. We provided them an opportunity (raffle for five) for a discount on a significant service, which many of them already utilized, for those who responded with suggestions/requests for topics about which they’d like to read. We offered the respondents the chance to be credited with the topic suggestion, which would give their business promotion to our audience.
This improved our click through rates on the newsletters by more than 25% (a rate maintained after the second issue with these changes implemented). It improved our click through rates into the stories (usually two stories per issue) by more than 30%. Our second move was to switch the TO line to be from the company, not an individual. This, implemented two issues after the above change, had an immediate impact with open rates improving another 15%.
Our third change was to the subject line, changing it to highlight the main story in the following format: NEWSLETTER TITLE: You asked for: TOPIC. From this, we saw another 8% increase. Our fourth change was to follow up more thoroughly with those who clicked through and opened the newsletters and the stories. We were establishing patterns from the recipients that suggested additional services in which they’d be interested. We found that specific and personal emails to these people by email and phone resulted in improved customer service at a minimum. Some of the recipients did not necessarily jump at
new offerings, but many had questions/concerns about existing services or even services they were getting from other vendors. Now they’re more engaged and more satisfied/impressed.
Michael Beresford, President, NetScope, www.net-scope.com
This improved our click through rates on the newsletters by more than 25% (a rate maintained after the second issue with these changes implemented). It improved our click through rates into the stories (usually two stories per issue) by more than 30%. Our second move was to switch the TO line to be from the company, not an individual. This, implemented two issues after the above change, had an immediate impact with open rates improving another 15%.
Our third change was to the subject line, changing it to highlight the main story in the following format: NEWSLETTER TITLE: You asked for: TOPIC. From this, we saw another 8% increase. Our fourth change was to follow up more thoroughly with those who clicked through and opened the newsletters and the stories. We were establishing patterns from the recipients that suggested additional services in which they’d be interested. We found that specific and personal emails to these people by email and phone resulted in improved customer service at a minimum. Some of the recipients did not necessarily jump at
new offerings, but many had questions/concerns about existing services or even services they were getting from other vendors. Now they’re more engaged and more satisfied/impressed.
Michael Beresford, President, NetScope, www.net-scope.com
