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marketing program, and the personalities of your company and customers will determine
the kind of information you send. Are you hoping to drive immediate sales with your
emails? Or create brand awareness and establish yourself with subscribers? There is no
‘one-size-fits-all’ approach here. What works for the company down the street may not
work for you at all.
Reporting: How Are You Using It, Or Are You?
If you are currently using any reputable email service provider like VerticalResponse, you
definitely have access to basic reports about how your email marketing campaigns are
doing. The real question is, what are you doing with that information? We’ve put together
some ranges for the stats you probably view and some ideas of what you could be doing
with that information to make your email campaigns even better.
Open Rate
Customers who tend to have great relationships with their customers can get open rates as
high as 40%, which is great. Others that have gathered their lists over several years and
potentially lost some customers could be in the 14-18% range.
Ideas:
✓✓
Get rid of the dead weight. If you’ve been sending someone email for years and
they’ve never opened your email or clicked a link, then maybe email just isn’t the
way you should be contacting them. Why not try calling them or dropping them
a postcard to see if that wakes them up? THEN you can try to develop an online
relationship with them at a later date. You’ll be mailing to more active people in
the long run.
✓✓
Download your list of NON-RESPONDERS, these are people who have neither
clicked on a link nor opened your email. Then, a week or so after you’ve
sent a campaign, send them the same email, but switch up the subject line to
something more catchy to see if you can get more people opening.
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