If you’re tracking your email open rates, then good job.
‘Cause by tracking you’re able to see which subject lines are working and which ones aren’t.
But when is comes to actually get more customers with email knowing the open rate isn’t enough.
I mean after all, we’re not really interested in getting emails opened, are we?
That might sound like a trick question, but it’s not. Getting emails opened is only the first step towards our real goal, which is making a sale, getting that customer.
So let’s say you test two different subject lines, and subject line A gets opened twice as often as subject line B. Obviously subject line A is the one to continue using, right?
Not necessarily. I’ve see real tests just like this where Subject Line A might get twice as many opens, but it only gets HALF as many sales as Subject Line B. Let me illustrate, just so we’re clear:
Subject Line A 300 opens, 7 sales
Subject Line B 150 opens, 14 sales
How is this possible?
Subject Line B evidently attracted the buyers, while Subject Line A mainly attracted the curious.
Looking to actually get more customers with email? Then as always it pays to test EVERYTHING.
Download’able Quote Card “Get More Customers With Email – Don’t Track Open Rates”
Ok today some email marketing tips for B2C (business to consumer) type communications. You're probably thinking the highest open rates...