Email Marketing Tactics – Inciting Action
A few days ago, I talked about open rates in email marketing. Certainly that’s a key step in a successful campaign. But then what? You want your target audience to take action! It could be clicking a link. It could be filling out a form. It could be watching a video, making a call or buying a product. How do you get your email list to do that and what factors are involved.
Let’s take a look at the recent campaigns I ran.
My goal was pretty simple; to share a guide that solves a problem to my target audience. There are lots of ways to communicate that in an email. I wanted to be brief and direct and easily share the information. My key points were they needed to see the guide and it was free. So I uploaded the guide to my server as a pdf and sent a brief email for them to view it.
If you remember from the previous article, this campaign had a pretty good open rate of 16.47%. The click-through rate on it…the number of people who clicked the link to see the document was 6.11% or 45 people. I lost 94% of my list! Ouch.
Remember I said I improved my design on the second campaign which had a different recipient list? Its click-through rate did worse! Even though it had a better open rate, the click-through rate was 5.04% or 36 people.
The last campaign was the worst on on opens and clicks. Five people saw my guide in this group. Despite these numbers, I still consider this to be a successful campaign. Why?
With a little effort, not much time and zero cost, I got 86 people to read the information I wanted them to. On each of these campaigns, the email software also shows how many emails were forwarded. I don’t know whether these forwards were for future reminders or sent to different people, but there were 117 forwards between the three campaigns. And someone contacted me from the campaign which is the ultimate goal.
My follow up on this campaign will be to contact the people who clicked the link in another campaign. I’ll also resend using what I learned from the open rates. Things I can tweak in the message include larger links to read the guide and testing the black template which outperformed with the white template.