Great article in the July issue of Entrepreneur Magazine, “Go for Seconds” by Gwen Moran. The piece discusses strategies and best practices for email marketing. Ms. Moran provides an excellent summary of a free white paper by Bronto Software entittled “Re-Mailing: Targeting Those That Don’t Open.”
D.J. Waldow, of Bronto Software, reports how companies he worked with would send out e-mail campaigns and get open rates of 15 percent to 20 percent, even for targeted, opt-in lists. Waldow said he didn’t think it seemed like enough.
Ms. Moran included the following recommended tips from Bronto’s white paper:
- Time your re-mails. Good rules of thumb are to resend one week after a monthly mailing or five days to a week after a semimonthly mailing. If you mail once a week or more, try resending
only to those who haven’t opened the last three or four e-mails.
- Change the content. Write a new subject line and change the look of the e-mail. That way, it will look fresh if someone caught sight of it before deleting. Focus on benefits to the customer in the subject line and give some sense of urgency. Waldow suggests including a time-sensitive promotion or some type of exclusivity, such as “for subscribers only.”
- Test yourself.
Testing is the best way to determine what works with your customer base. Go back to subsets that didn’t respond to one offer and try a different offer. The best e-mail marketers segment their lists and target promotions that work specifically for their audience segments.
Bronto’s white paper is worth taking the time to read and download on your own for more specific details and explanations about re-mailing– and their insightful conclusion:
“Pound for pound, it’s difficult to beat email for marketing ROI, and near impossible to best re-mails as a profitable concept. Re-mails are found revenue, costing nothing more than a new subject line and a few extra mouse clicks. Aside from driving more revenue with no further investment, re-mails also serve as a testing group for better subject lines and sending times.”
We’d love to hear from you–what are your experiences with email marketing? Have you tried re-sending? Was it successful for you?
[Note: corrections have been made to this post. Thanks to D.J. Waldrow, Bronto Software for bringing them to our attention in his comment below.]