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Click, creeeaaak! That’s the sound of a subscribers opening your last marketing email and opening a mental door to more information on that particular subject. Then there’s the silence from the subscriber who didn’t open their door this time. In one scenario, you get to share information while in the other you didn’t. But in both, you’re still standing on the doorstep. So, what do you do next?
In either case if you just shrug and walk away, you’ve given up. You need to stick around and follow up. Sending a second email based on who opened and who didn’t can prompt a second wave of purchases. This is called behavioural targeting which is responding to subscriber’s behaviour to get more response from the list and promotions you already have in place. It’s so effective that 71% of AWeber’s customers report that they plan to do more of it in the upcoming months. It’s as easy as 1-2-3 clicks with AWeber’s new QuickStats.
Your marketing emails probably cover a myriad of topics. For e.g. if you own a restaurant, you might promote your menu, your wine selection or your catering service. When you see people consistently opening messages about one of these things, you’ve found your niche for that particular topic. Then you would follow up with them:
- If they’ve shown interest in a product you’re advertising, put together a compelling reason to purchase with a call to take the next step.
- If they usually open the emails you send about a particular topic, go more in-depth by providing helpful details or by telling background stories.
Explain where you hope to take things and ask questions. These are your interested customers. These are the people who know most about the topic and will have the most helpful feedback to give.
Sometimes it could be things that aren’t your fault. Your readers are swamped with work or on vacation or their lives have changed or they may no longer be interested. Sometimes they get too much in their inbox.
So you can try again. Let a little time go by and make sure you aren’t sending into the same circumstances. Then change the way you present the content and resend it to just the people who didn’t open it.
Below are some suggestions for changing the presentation:
- If your email newsletter covers several topics, the subject line may not have been the most interesting to your readers. You could choose a different subject as the primary content and change your subject line accordingly.
- Think about what problem or question someone might have that your email answers and highlight that.
So, do you send messages to subscribers based on whether or not they opened your previous emails? What are you sending them?
Apply the tips in this blog post and you’ll get a lot higher email opens, click throughs and more sales.