Enhancing Email Response

How can you put a limit on learning more? The next section may contain
that one little bit of wisdom that changes everything.

The process of email marketing may not always bear the kind of
results that you expect.

The process of email marketing may not always bear the kind of
results that you expect. In fact, even after doing all the basics right
the response rates may fall way short of expectations. The good news
is that email responses can be enhanced with a little bit of analysis
and research.

We've discussed the importance of gathering statistical data
during email campaigns. With this information now available and a few
creative segmentation strategies, email response can be improved a
great deal. Your emails may reach three sets of readers:

- Those who deleted the email without even opening it
- Those who opened the email but did not read it or click on
the offer made
- Those who read the email, clicked on the link provided but
did not accept your offer

The set which represents readers who never opened your email is
probably the biggest. In fact, it's possible that at least 50% of readers
discarded your email as junk. To boost response rates of such readers,
you should segment these as a group and change the subject line of
the email or the sender's name and address. Chances are good that
you'll find some of the changes work better than others, and that
some of the non-openers to the first message have opened up the new
message based on a single and possibly simple change.

Perhaps this change lies in a new appeal in the subject line, or
perhaps it's due to the message coming from a living person instead of
an impersonal company. Record and save those variables and continue
to test and fine-tune them with each subsequent campaign.

The next segment is comprised of readers who read the email but
were not interested enough to click on the offer and land on your
website. This segment may be pretty big as well. It is very likely that
most of these readers may have read a couple of lines at the
beginning of the mail and deleted it. The best possible remedy in such
cases is to analyze that section of your promotion. Does it say enough
to make people want to read further? If not, reformatting and/or
reworking the introductory copy and headline may be all it takes to
increase your clicks.

Finally, we have the last segment comprised of readers who
actually read the email and were interested enough to click through
and reach your website. However, once they got there, their interest
faded and they chose not to follow through with the transaction. This
segment of people will normally be much smaller when compared with
the above two segments.

In such cases it's best to take a hard, objective look at the landing
page. Something is clearly missing or is not being communicated
effectively. Does the offer remain clear? Is the form too cumbersome
or too long? Can you revise the form, and perhaps also revise some of
the required form fields within it, for purposes of having these
potential customers complete their first transaction?

Sometimes it may pay to instill a little humor in your email. There
have been many instances when potential clients were so moved by a
humorous gesture in the email so they immediately decided to do
some business with the marketer. Make some assumptions and apply
them to your next campaign. It's all about getting potential customers
to feel good about you and what you have to offer.

Considerable time and effort may be required to improve the
email responses you get. That said, the fruits such a process can bear
over a period of time can be well worth it.

You can't predict when knowing something extra about email marketing
will come in handy. If you learned anything new about &keyword% in
this article, you should file the article where you can find it again.



Eugenijus Sakalauskas publisher
"List Building Newsletter"
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