MindComet

How To Break Up With Inactive Subcribers

Our boys at The Email Wars recently shed some light on an issue we here at MindComet have been wondering about for a quite some time.  Out of all the recipients on your email list(s), which ones are active readers, consistently opening and clicking through, and which ones are simply “lurking”?

Lurking defined as it relates to email marketing: marking each message as “read”, rather than engaging themselves with the message.

From their research over a three-month span, they gathered all of the email addresses that were ‘lurkers’ and segmented them into a list that only received the message once a month, rather than once a week. Within these lists, they tested subject lines, various copy, etc.  The feedback they received was surprising to say the least.  The once inactive recipients were now frothing at the mouth with interest.

By the second month of this experiment, open rates and click-through rates increased by 25%.  Keep in mind that 6 weeks prior, these same people weren’t even looking at the email.

After the three months were up, they returned the now “newly engaged” subscribers back to their original list.  Then they turned around and politely asked the still inactive recipients to opt-out.

This was done for a very specific purpose: to improve each campaign’s over all performance.  With the “deadweight” now removed, each message they send will have a higher open rate and-click through rate.

This study just goes to show that it’s not about the size of your list; it’s how you use it.

Read More & View Comments

Posted by MindComet on Mar. 21, 2007

Roger, Did You Copy That?

The copy for your email marketing message isn’t required to follow the same rules we learned in 8th Grade English class.  There are a few inexcusable errors, such as misspelled words, but do have fun with your copy while remembering the following guidlines:

Read More & View Comments

Posted by MindComet on Mar. 20, 2007

Sticks and Stones…

...may break your bones, but inactive subscribers may hurt you.

At the MarketingSherpa Email Summit a few weeks back, Rich Crossett, Newsletter Manager, for CNET’s Tech Republic suggested that questioning your newsletter recipients can help scrub your database of names that aren’t able to see the relevancy in your content.

“We asked inactives why the remained on our list even though they hadn’t opened or clicked in 90 days.  Some of them responded that they didn’t want to hurt our feelings by unsubscribing.“

So, while these subscribers may not want to hurt your feelings, they are unintentionally hurting your KPIs.  Open rates are generally calculated by dividing the number opened by the number delivered. Subscribers who receive your message, but haven’t opened it in quite some time are negatively affecting your open rate.

Consider Rich’s advice.  Survey your inactive subscribers.  Find out why they haven’t unsubscribed.  Perhaps you could find the key to better open rates by asking what they are looking for in content.  If it makes sense for your newsletter, implement the suggestions your subscribers provide you. However, if they are truly ready to go, set them free.

Read More & View Comments

Posted by MindComet on Mar. 19, 2007

Spam: The Documentary

As an email marketer, I have spent an unimaginable amount of time explaining to people not in the marketing field why I am not a spammer, and the difference between ethical marketing and SPAM.

Chocolate Box Entertainment, a Canadian production company, in association with CBC Newsworld and Court TV has recently released a documentary that looks into the global culture of SPAM.

According to the Chocolate Box Entertainment website, this documentary humorously answers the questions: What is SPAM? Where does it come from? How does it work?

I hope I can get a copy.

Read More

Read More & View Comments

Posted by MindComet on Mar. 16, 2007

Email Marketing Teasers

Are you planning other interactive efforts other than an email marketing campaign, perhaps launching a new website?  Allot some time to develop an email teaser plan to launch a week or so before your launch.

The teaser message can serve as a way to generate excitement and entice your audience to stay tuned for upcoming changes.  This touch-point can be beneficial by creating an opportunity for the message to be forwarded by your brand evangelists to their friends and it is also an opportunity to reinforce your brand.

You will want to be sure you are not letting the cat out of the bag too soon.  Your teaser message should be just that.  A heads up that there is something new coming soon. A postcard style message is perfect for these communications.

Your teaser message should be followed up with an announcement of the launch on the day it is released.

Read More & View Comments

Posted by MindComet on Mar. 15, 2007

Are Branded Subject Lines Right For Your Company?

In a post from Email Marketing Reports, they pose the question whether or not it’s a good idea to put your brand’s name in the subject line.

Some hypothesize that the sender recognition is unquestionably valuable, as it boosts open rates.  Yet, on the other side of the fence, some claim that the “from” name is all the recognition recipients need.  They also state that you shouldn’t waste valuable subject line real estate with a brand’s name.  But when it’s all said and done, it all comes down to the brand and the audience receiving the email.

If your brand is running into a predicament such as this, it would be wise to start testing different subject lines.  You can try a variety of different subject lines, some with or without the brand name.  The proof will be in the pudding (meaning metrics, of course… not JELLO.  That would be just silly).

Read more here!

Read More & View Comments

Posted by MindComet on Mar. 14, 2007

Grow Your Email Marketing Database by Asking Nicely

Your current subscribers can be your best asset.  By allowing your brand evangelists to refer their friends, they can help you grow your email marketing database.

There are some subtle differences between Refer-a-Friend and Forward-to-a-Friend.

While Forward-to-a-Friend will send the exact message your current subscriber received in their inbox, a Refer-a-Friend message sends a separate message - featuring an offer, the benefits of subscribing, or even an invitation to enter a sweepstakes.

When asking your subscribers to refer their friends, be mindful of your language. This morning, I referred five of my friends, in exchange for additional entries into a sweepstakes, with their registration, from a national restaurant chain we’ll call Restaurant X.

I was given six spots to enter my friends’ names and email addresses.  I chose to enter five friends’ names.  Sure, I could have entered one more, however, based on my comfort-level, I felt good about the friends I referred.  I had a strong idea who would be receptive to an offer like this.  There was also space for me to provide a personal message.  So I had a chance to let my friends know why I thought they might like signing up for the monthly email.

After the message was sent, I was taken to a Thank you page.  The message read:

“Thanks for sharing Restaurant X e-mail exclusives with 5 of your friends.  But we know you’ve got more friends than that out there.  So why not drop them an e-mail too?
Because for every friend that signs up to receive Restaurant X great deals, you’ll receive another entry into the X Sweepstakes.  So dig deeper in that address book.  We’re sure your mother’s college roommate’s daughter would love to hear from you!“

What?  Five wasn’t enough?  Restaurant X resorts to begging me for not only my friends’ email addresses, but also for addresses of people I might be acquainted with.

As a subscriber, I deserve more respect than that.  And Restaurant X would have a much cleaner and engaged list if they just asked nicely and left it at that.

Read More & View Comments

Posted by MindComet on Mar. 13, 2007