If you’ve got a subscriber list, built either from in-house data, or through an autoresponder, you should have access to the Web analytics or statistical metrics on how well an email campaign is working.
Are you getting ready for an upcoming launch? Or, you are getting ready to send invitations to a seminar or some type of program? Perhaps you’re preparing an inventory reduction sale.
Whatever business objective you are initiating, now is the time to set up your campaign for a second opportunity by segmenting your list into these categories:
- The responders…or those who clicked through to the sign up, but did not register, or did not buy.
- Those who clicked, followed through, and took action.
- The nonresponders…those who did not open or click through.
As you initiate your campaign, segment each category, and set up a different follow-up email series for each group.
For the first group…those who clicked on a link in the email but did not take action…prepare a series of targeted messages focused on moving them forward to take action.
For the second group…those who clicked on a link in the email and did take action…prepare a thank you email with an email only incentive. If the campaign was for a seminar, the incentive could be for another part of the package…hotel discount, free drink ticket or meal discount. Not only will this ensure they’re fully registered and ‘on board’, it will also encourage them to prompt any fellow attendees they know to take action as well. If it’s a product campaign, the thank you email could be a discount on another product that compliments what they purchased, or an upsell.
For the third group…the nonresponders…try other subject lines highlighting benefits they may not yet have thought of to justify opening the email and clicking through to action.
If you’re collecting data from your email campaigns, and you’re not using it to remarket to recipients, you could be walking right by the low hanging fruit.
For any of you that are Amazon customer, they present a dynamic and relevant case study for excellence in remarketing. They send email offers, based on how you’ve purchased or viewed their products in the past. Then, once they’ve sent the email offer, and you’ve taken the initial steps toward purchasing…the action they were looking for…but for some reason stopped and didn’t follow through…they send another, better offer. What do you suppose happens?
Guess what…yup…you guessed it… it works. If you will take the time to set up a plan to segment your email marketing campaign response into three groups:
- Action takers
- Partial action takers
- Non- Action takers
and then design a follow-up email campaign that specifically targets each group to
- prompt them to either take action,
- take further action, or
- site a new benefit to entice the recipient to open the email,
you will experience a significant increase in your average open rate and your click through rate.
This is a plan that any email marketer with an email program can follow and profit from. This is the low hanging fruit of email marketing that is frequently ignored. By maximizing the use of your existing data, you can capitalize on your investment and significantly increase your ROI.
Nice work…and you can get it!