I sometimes find it funny that I work in a field where a 20% open rate is considered a success. Let’s face it; where else would you consider that percentage successful? What if we could get 20% on a test at school and still pass? Or God forbid we have drivers out there who only scored 20% on their driving test, and I’m sharing a road with them?! I shudder to think. So while a 50% open rate isn’t what the ultimate goal is for any email, it’s actually extremely successful considering that 31% of email addresses change every year. Imagine reaching half (or more) of your customers and getting your message to them. Do I dare dream that big?
Well according to Stephanie Miller of Marketing Profs, she has some great advice to manage your lists and get that spike in opens – and keep them opening!
It’s simple: If you want superior response rates, you have to provide a superior subscriber experience. And that means…
- Keeping your file clean. Source data well, and clear out dead wood early and often.
- Watching frequency.
- Improving the content and relevancy through segmentation and content management.
- Responding to subscriber behavior, as well as self-selected preferences.
- Segment even in wide cuts (e.g., new subscribers vs. longtime customers or customers vs. prospects) to improve relevancy, reduce complaints, and improve inbox placement and response rates
- Remove nonactive subscribers from the file. Such a painful discipline will be rewarded in higher response rates, higher inbox placement, and higher lifetime value for those who do find your products and services valuable.
- Customize content and subject lines as much as possible, even if it’s only to move more relevant content to the headline.