Even though email open rates are not a 100% accurate measure, don’t phone number database assume that this metric has no value. Pay attention to email open rate trends. Are your open rates trending up or down? Are some customer segmented lists performing better than others over time? Here are three elements that drive email open rates:
Targeted Email Lists: How well are you grouping customers together with similar interests and behaviors? If your list is a one-size-fits-all, be prepared for lower email open rates.
Compelling Subject Lines and Content: Do your subject lines motivate people to open your emails? Is the content contained in each email personalized and relevant? Know that even the best subject lines cannot overcome disappointing content. If customers come to doubt the value of the content they receive, they are much less likely to open future emails.
Email Frequency: How often do you communicate with your email lists? Over-communicating has a negative effect on email open rates even when the content and offers are consistently good.
In conclusion, open rates are not wholly accurate, but don’t dismiss them completely. Watch for open rate trends and consider how to improve the trend with segmented email lists, targeted email segmentation, and timely, relevant communications.
Every experienced marketer knows that not all leads are worth following up on. Some potential customers are just “window shopping” and others simply aren’t a good match for our product. But do we know which ones are which? In this article, learn how to separate the wheat from the chaff to identify quality sales leads.
If you’re a marketer, perhaps you’ve found yourself wishing you had a magician’s tool to read minds, just so you could distinguish between high quality leads, and ones that aren’t worth the time.
Identify Quality Sales Leads
Smart marketing analytics can now go way beyond anonymous numbers on a graph and spreadsheet. It is possible to track the individual behavior of a customer on your site, find out what she’s following on social media, and what her main interests are.