On the blog, I’ve been talking lately a lot about Instagram. But today, I want to switch gears and talk about email marketing. (Yes, email marketing is still relevant, highly effective, and imperative to keep in your marketing arsenal.)
I recently read a post in a retail Facebook group where the retailer was really upset. Her March sales were terrible. Her April sales haven’t been trending any better. Social media posts? Not helping. Emails to her lists? Not sure who’s seeing them. She’s been throwing every marketing idea she can think of at the wall to see what will stick. I get it. It’s a frustrating place to be!
I started thinking about what could help her on the plane one day (I was headed to upstate New York for a surprise 50th birthday party!) and wondered if she had tried one of my favorite back-pocket ideas. An email resend to ‘none opens’.
You might be thinking… “a what???”
Let me explain. On average, about 15-24% of people open emails. That’s 76-85% of people NOT opening emails. Meaning, they’re not seeing what’s inside! So no matter what great discount, awesome promotion, or thoughtfully created message a retailer sends, the majority of people sent to are not seeing it. But fear not!
That’s where dropping an email resend comes in. Through email service providers like Constant Contact, Mail Chimp, Ontraport, etc., you can view all the people who did not open your email. And send a new email just to that list.
But here’s the best part. The only new thing about this email is the subject line. You’ll keep everything else the same. The reason you change only the email subject line is because they never opened the first one. All the content inside will be brand new to them!
So try a new subject line sent to that group and see who opens it. You’ll increase your original audience and ensure more people connect with your email’s message. Brilliant!
Next week, I’ll address the frequency of your email sends (a concern I hear a lot from retailers). Don’t miss it. Especially if you’re afraid to send more than one email every week. Spoiler alert: You’re leaving money on the table. Stay tuned!
I’ll “see you” next week!
To the future,
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