Now I know that most email marketers use Split subject line testing for all of your campaigns, it is crucial and guarantees a better open rate.
Lets say that 30% of the openers click through, you have a list of 35000.
Of the 35000 17% open the email, that means that 1785 clicked through.
If 28% opened the email, 2940 would have clicked through.
So I sleep with my phone on my bedside table as I use my it as an alarm clock. Now I use my phone not an alarm clock as I set 4 separate alarms as normally the first 2 fail to wake me, the 3rd gets snoozed and I get up with 4th. So I’m not an early morning person, correction, I just don’t like to be woken up, unless it’s by my girlfriend and the smell of a bacon sandwiches.
Much like when shopping (mainly you girls) you may pick something up that you like walk around with it, pick another few things up while still looking around. When you pick up each item you have every intention on buying them, and as you are walking around, its going around in your head what it goes with or will it fit in 3 months time when you loose that 6 lbs you have been talking about doing for the last year, and then finally you get to the check out and there is a slight que and you think better of it, dump your finds and go elsewhere.
Of course every single business needs to market, but if we all keep on using the same approach, then it will stop working. For example look at British Airways new advertising strategy, which tells us not to fly over the Olympics, but to stay home and support Team GB, will their stats drop? I doubt it. But then again, they are British Airways.
But changing it up is still necessary with us guys that aren’t British Airways, and vital when you have strong competition changing their approach all the time.
Even if you have just produced your most successful marketing strategy yet, it will still need slight tweaks every now and then.
In all of my blogs I always mention trial and error. But I don’t think I can stress it enough, your campaign is never going to be perfect, well unless you get a %100 deliverability, a %100 open rate and a %100 click through rate, but realistically is that going to happen? Probably not, but there is nothing wrong with aiming high.
I read a very interesting news article on BBC News yesterday evening. The Information Commissioner’s office says that it received 7095 complaints about spam and other unsolicited electronic marketing in the year to March, that is a 43% increase to last year.
The ICO has been granted power to fine companies up to £500,000 for significant offences.
Recent research from mobile network 02 has found that users of smartphones are about as likely to check the email as they are making a phone call.
Although smartphones still being part of the ‘mobile phone’ family, research shows that more people are using them to browse social network sites, check emails and search online then to make a call.
The metrics in your reporting give you important information about your email marketing campaign and help you plan the next one. If you regularly revise the results of your campaign and act upon them you will see an improvement in all of your metric results – reporting metrics go up, sales go up. It may sound so simple, but so many people get it so wrong. Low open rates are a massive indicator that your subject lines and very possibly the timing need to be revised - try split line testing
But as I always say, trial and error is sometimes the only way for you. So you can’t go changing everything at once, what you need to do is set specific goals for specific metrics... focusing on one section at a time.
Social sharing is obviously inappropriate for private and confidential information, with sending hard copy mail at its highest rate yet and with research suggesting that on average 75% of respondents preferring emailing as a tool for receiving a service there hasn’t been a better time for email marketing.