2) Change Up Your Offer!
So, you've followed our first tip, and have gotten the reader to Open your email campaign. Good first step! But what if they don't respond to what they see and read? Try changing up your offer.
Why not send different offers along with your various subject lines we mentioned earlier? Maybe try a % off with half of your email list, and a flat dollar-amount savings with the other half? Once again, it's all about apples-to-apples COMPARISONS...finding out what your readership will respond to best.
Or maybe you run a test with free shipping vs. no free shipping, or one campaign with an expiration date vs. one without?
You can even send to smaller samplings of your list first; review your Open rates in real time; and then roll out the "winning" offer to the rest of your addresses.
The bottom line -- especially at the beginning of your journey into email marketing -- don't be afraid to try new things!
If it works, great. And if not, now you know yet "another way to NOT invent the lightbulb" with your readership, as our old friend Thomas Edison would say.
NEXT TIP: Formatting
Subscribe to:
Post Comments (Atom)
Posts
Excellent point. At Energizer we found out that an offer in the subject line (SAVE $1) was our best approach. Even though there was so much more to our newsletter, this was what got people to take a minute from their busy day to open us up. I realize this works for our industry and other ideas work better for higher involvement categories.
ReplyDelete