Open Rate Enemies - email growth tactics for startup marketers
Transcript of Open Rate Enemies - email growth tactics for startup marketers
open rate enemies@susanfsu #ctaconf
imagesenemy #1
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{1 image that occupies all above-fold space
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the plain text difference = the link is so clear
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emailsize
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enemy #2
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plus 28 more images
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- just text - no images
- CTA near the top
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unverified sender identityenemy #3
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uh, who??@susanfsu #ctaconf
verified
check your domain key status now: https://www.mail-tester.com/spf-dkim-check and your sender score: https://www.mail-tester.com/
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bad subject lines
look at me!
I’m a spam!
Or a promotion!
enemy #4
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HOT subject lines
subj: re:...
subj: Fwd:...
subj: you / new / now
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open rate 66.7%
stinky content
boring
hard sellirrelevant
me, me, me
enemy #4
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WTF??
- personal - text only - immediately after
welcome - WORKS :)
key product & content pathways, aka actionable segmentation
aka, sending good emails to the right people makes GREAT content
segmentation
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how to segment1 by acquisition channel
2 by acquisition campaign
3 by demo or geo (check analytics)
4 by offer that brought them in
5 by device
6 by time and other “laterals”
7 ask them@susanfsu #ctaconf
dormant subscribers
open rate < 20%
delivery rate < 99%
unsubscribe rate > 3%enemy #6
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60% of your subscribersare dormant. Wake them up.@susanfsu #ctaconf
activation formula
Day 0 Welcome (and activate now)
Day 1 Fear-based activate now (risks / FOMO)
Day 2 Benefits-based activate now (the promise)
Day 4 Incentivized activate now
Day 7 Get ready for the backburner
Day 8+ BACKBURNER
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activation merely unlocks further activation
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the
importantmost
thing
open rate is a vanity metric
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get conversions1 multiple links, same destination
2 no leaks
3 “retarget” un-opens
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“Fwd:...” “Re:...”
all roads lead to Rome
sales page, aka $$$
recap
images are the devil
if you must be verbose, include a CTA immediately
be clean, verify DKIM + SPF
GREAT emails are segmented
fight dormants, activate immediately
open rate is a vanity metric, conversions count.
contact & more info Susan Su
@susanfsu
linkedin.com/in/susansu
http://emailforstartups.com
TONS MORE. Message me.
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