Improve Your Open Rates for Acquisition E-mail
Offer Quality, Increase Your Response
Once you have maximized your branding and multichannel strategies, it’s important to consider offer quality. Offers from the same marketer that promote sales or discounts yield higher opens than nonpromotional offers. That being said, the higher the discount offering, the better the response will be (30 percent off yields higher than 10 percent off). In the end, the Internet and e-mail are tools for shopping. Consumers are looking for bargains, and they want to believe you are offering them a special promotion. This is why e-mail can be so effective. It allows you to be proactive with consumers and guide them to your site when you have specials to offer, not passively wait for consumers to voluntarily navigate to your site. This applies to both acquisition and CRM e-mail. It’s very important to be consistent with your e-mail messaging and your Web site messaging. Any offer highlighted in an e-mail should carry through to your Web site. If not, you risk hurting your brand, and your e-mails may be considered irrelevant to consumers moving forward.
Frequency, Frequency, Frequency
The frequency at which you mail your offers is the final point to consider when building an effective e-mail strategy. CRM marketers have known for decades that you need to communicate to your existing customers regularly with valuable offers in order to retain them. Acquisition e-mail is no different. My firm analyzed eight acquisition-marketing programs last year that included e-mail with frequency as part of the overall program. In every program, the open rates on the third e-mail offer were greater than the open rates on the first. Two of the campaigns had better open rates on the fifth offer than on the third. In these programs, the marketer is communicating with the same population of consumers with each mailing. The conclusion we found was consumers would convert when they are ready, not when the marketer predicts they will be ready. We determined this by observing different prospects engaging for each mailing. The consistent open and click rates supported this conclusion.