Comments on: Create Relevant Emails: What Are Your Subscribers Doing?

By: christeraxe

christeraxe — Wed, 28 Dec 2011 04:19:29 +0000

Good comments but it is obvious that the best thing a person can do is to take a survey and ask their people on the list what exactly they like or expect. Everything from interests to price range of product can be configured within a survey and asked in an email using SurveyMonkey*com. It seems to be just the ticket for answers to the all out question of what your member list is wanting… Just Ask. I do my questionaire in different age catagories to really hone in on marketing of a group I want to focus on. (Rather than simply expect them to go along with the average and feel pretty much the same as other ages.) Ten questions is an easy way to go pointing differently towards three generations.
Don’t know their true age? Make a Survey #1.

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By: Siobhan

Siobhan — Tue, 01 Jul 2008 10:58:29 +0000

Thanks for the great post. As you say, you need to track what is being opened, and if they are clicking through.
But then what?
All too often, marketers have no clue.
One tool I have found really useful for showing on page clicks at your site is Crazy Egg. It will show you what they are clicking on, or more to the point, NOT clicking on.
If you track your page for about 100-100-visits depending on volume, then try to weed out anything causing meaningless clicks, you should have a well-honed sales message at the end of it which you can then use to improve your mailings to your customers-make the offer right in the email and see what happens.
It should boost your sales, and this tracking can be a firm basis for split testing your sales letters to do even better. I was able to raise my customer conversion from 5% to 25% on one sales letter alone. From 1% to 6% on several others. Just think what THAT can do for your bottom line. It is all a question of observing, looking at your reporting, and applying what you learn from it to do even better.
Email is a great tool, but the money is NOT in the list, it is in people’s wallets, and will stay there unless you can persuade them to buy.

By: Chris

Chris — Sun, 29 Jun 2008 21:04:01 +0000

Those questions are interesting, but unless you know the answers and how to analyze them, it’s not going to be too useful.

People often do the same thing for different reasons. One person may unsubscribe because they were offended by something, and someone else may do it because they are getting too much email in general or going on a long trip or lost interest in the subject or any of 1000 other reasons… so how do you know which it was, and what would you do with that information?

By: Lori Radun

Lori Radun — Fri, 27 Jun 2008 16:25:45 +0000

Now that’s an interesting way to look at things. Observing is great but how do you get in the minds of your subscribers? For instance, if 60 people click to view a product promotion but none of them buy, why? Is is too much? Were they just curious the first time? Do they not have time to invest? The mysteries of email marketing are enough to drive someone crazy. ha ha

By: Aaron Abber

Aaron Abber — Fri, 27 Jun 2008 13:57:28 +0000

Great post.

One key ingredient that most people miss is the differences between ASKING subscribers what they are doing/would like/etc. and OBSERVING what they actually do. When we ask we get told what they believe is true and what we want to hear. When we observe we get a true picture of our subscribers.

Thanks for giving us great observation tools.