How To Get a 51.1% Open Rate And 41.83% CTR

Econcultancy.com recently reported about some interesting case studies:

  • Insurance company LV= tested a new email marketing strategy and got a 51.1% open rate and a 41.83% CTR. They made £198.40 for every £1 invested.
  • Sony PlayStation invested a ”small” sum of 5,000€ to test a new kind of email campaign. Their ROI was 580 times their investment.
  • Travel clothing company Craghoppers managed to re-engage 56% of visitors who had abandonded their shopping cart. Their ROI was 711%.

Wow.

You don’t see these kinds of results in the ”Internet Marketing space” every day…

How were these companies able to do this?!

In short, they used marketing automation.

What does that mean?

Let’s take a look at some quotes from the article:

LV=

Marketing automation software enabled LV= to create emails with dynamic content targeted to specific users.

For example, emails were sent 24 hours after the user abandoned the buying journey, then if a user did not return to the site and complete their purchase within three days a follow-up email (‘retrieve your quote’) was sent.

After purchase a ‘thank you’ email was dispatched that was also used as an effective cross-sell by dynamically generating other relevant insurance offers.

Sony PlayStation

Email content was tailored to different customer segments and geographies. So for example, it focused on the additional space PlayStation Plus subscribers would gain to use with downloadable content, whereas with PS3 users it focused on the cross-play features of the PS Vita and PS3.

Craghoppers

The retailer used Redeye’s dynamic tagging system to identify the details of items that shoppers had added to their basket before abandoning the purchase.

Two emails were then sent to customers 24 hours and three days after abandonment.

The campaign used multiple different designs based on previous customer behaviour and interaction with the website and emails. The content was also adapted if the user revisited the website at any point to update their basket.

So basically…

They segmented their subscribers based on demographics, psychographics or behavior.

Then they could send more relevant emails to their subscribers based on that data.

Before you say to yourself ”this is impossible for me”, I have some resources and suggestions at the end of this post…

Indeed, this kind of marketing automation is not possible for everyone…

You would need things like:​

  • A marketing automation software (that tend to be quite expensive…)
  • A big enough audience to gather useful data from
  • Quite a bit of technical know-how

But if we scale things down a bit, some things do become possible even for a small business…

Here are some ideas to get you started:​

DEMOGRAPHIC SEGMENTATION

With certain tools, you can, for example, ”scrape” data from Facebook or LinkedIn to find out public information about your subscribers… such as their gender, city or occupation.

When you know your subscribers’ gender, for example, you can send them emails like ”How to get rid of your beer belly” or ”How to get a perfect bikini body” without pissing off half of your subscribers.

CLICK SEGMENTATION

Some cool (affordable) software allow you to segment people based on clicks in emails…

Let’s say you send an email to your list about ”knitting woollen socks”. Some people will click your link in that email… they have shown interest in ”knitting woollen socks”. Now imagine being able to copy those subscribers to a sub-list about that topic.

The next time you email your list about ”knitting woollen socks”, you can target your message directly to these people. Don’t you think they would respond better to that message than if you sent a generic email to your whole list? Well, yeah.

You could also let your subscribers choose what they want to receive from you… Ask your subscribers to voice their opinion by clicking a certain link in your email.

BEHAVIORAL SEGMENTATION ON A WEBSITE

Let’s say a visitor on your blog was reading a blog post about ”knitting multi-colored socks” and she decided to subscribe to your email list. Would it be cool if you could tag that new subscriber with a tag called ”knitting multi-colored socks” so you would be able to target your messages to better match that interest?

Yes, that is possible with tools like JP Widget Visibility and most list building software (such as Hybrid Connect). You just have to create a web form for each category on your blog and show that web form only on blog posts belonging that category.

Resources

  • AWProTools is an addon to Aweber, which allows you to do things like click segmenting and separating subscribers who are receiving follow ups from those who are receiving broadcast messages.
  • HubSpot is one of those not-so-cheap marketing automation tools that do pretty much everything. Thought I should mention at least one of them… Check out their free content!
  • SendReach does some cool stuff with Facebook data (ie. demographic segmenting!) You could, for example, import your list there and use it besides your main email marketing software.
  • JP Widget Visibility can, for example, control the visibility of your opt-in forms based on the category on your blog.
  • Hybrid Connect can be used to place your opt-in form in different places on your website!
  • Survey Funnel let’s you create certain kinds of funnels. Instead of driving traffic to a squeeze page, you could try driving those people to a survey that segments these people based on their answers.
  • Google Alerts allows you to monitor what your target market are talking about on the Internet.
  • Rapportive shows data from LinkedIn about your email contacts. If you’re having an email conversation with a prospect, that data could be quite useful.

Conclusion

Marketing automation is something that may be more useful to ecommerce sites and the like than for small businesses...

But there are still a lot of things even you should probably be doing​ to segment your list...

The most important question to ask here is:

How can you be more relevant to your subscribers?

Click to Tweet

Cheers,

- Mitro "The Marketing Nerd"​

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