Increase Email Clickthrough Rates: Start Here

Email is an important part of your online marketing strategy.  Current studies show that email produces $40 for every $1 dollar invested.  Are you getting the results you want? Or would you like to increase email clickthrough rates by 161%? Could that benefit your business?  If so, think about how you can better segment and target messages — because that is the key to increasing clickthroughs (i.e. engagement) with your email marketing.  In fact sending targeted emails is one of the high-performing tactics email marketers can employ, according to the 2015 Email Trends Report.

This is not a new fact.  Four years ago, Experian’s 2012 Benchmark and Trend Report identified that targeted email messages receive a 40% increase in open rates over sending the same email to everyone on your list.  Yet 80% of marketers are still sending the same message to their entire mailing list.

To us here at WPMktgEngine, this seems crazy.  If you are sending emails to more than 10 people, you can assume your subscribers are not all motivated by the same message.  If you have access to data and metrics that shed light on individual lead interests, how will your future email campaign be improved?

Increase email clickthrough rate with targeted emailMoving along, let’s walk through an example of a small business sending “batch and blast” emails using an email service provider (by “batch and blast” we are referring to the practice of sending emails to your entire list as a regular practice).

Typically with email service providers, segmenting your list is very tricky.  Segmenting your list based on behavior rather than demographics is darn near impossible.  This is the key issue prohibiting better email results.  Demographic segmentation will only get you so far when compared to tracking individual behavior and interests to build segmentation groups.

Let’s Walk Through An Example:

Let’s imagine our small business owner is in the business of selling organic vegetables.  The owner has a diverse clientele interested in a variety of aspects of buying, growing and cooking with organic vegetables.  The business owner communicates with a weekly email to all subscribers.  This email is sent to 1000 people and is opened by 20% of recipients.  Of these 200 opens, 3% click through the email and find themselves on the landing page.  With a phenomenal landing page in place, 40% of these click-through folks actually convert into “taking action.”  A grand total of 2 people of the full 1000-person mailing list took the desired action when one message was sent to the entire list.

Unleash the Power of Segmentation!

If this business owner had basic behavioral and interest metrics to help split the mailing list into two groups and target messages based purely on interest, the improvement in response would be dramatic.  Let’s move through a single send but this time with a list targeted based on behavior and interests.  The infographic associated with this blog post helps illustrate this dramatic improvement visually.

The owner identifies two general interest groups that can be directly targeted, those most interested in learning more about the different vegetables offered for sale and those most interested in learning more about the process of growing your own vegetables at home.  By developing separate emails directly targeted at specific personas, the owner has built messages that will resonate with recipients and can produce double the open rate according to Marketing Sherpa.  Moving along, the targeted emails are designed and sent to separate 500 recipient lists made from the original 1000.  Because of the targeted messaging, your emails receive 40% open rates and a total of 200 people open each email.  The content inside the email is specifically tailored and therefore of your opens, click through rates are “2-4 times higher” with targeted messaging when compared to ‘batch-and-blast.’  With 8% of your opens clicking through to your landing page which converts at 40% as well, you end with 12 recipients taking action!  That is a 600% increase in your engagement!

This illustrates that even doing a single split of your mailing list and targeting a minimal amount, a 600% increase in conversion rate can be accomplished.

Now imagine the exponential growth of your email marketing success as your segments become stronger and even tighter in focus.  As you gain additional insight on specific leads, your messaging can become even more spot-on.  Open rate, click through rate, and conversion rate will all increase as insight is gained and messaging is tested and tweaked.  As an example of this success, check out our case study with our flagship Genoo solution that describes how a 2500% ROI was accomplished by a client of ours through segmenting and targeting their outreach.  They were in their first 90 days as a customer when they produced these results.  Ron was not an experienced marketer.  He just leveraged the activity tracking and lead-level analytics to help him form campaign ideas.  You can achieve similar behavioral segmenting with WPMktgEngine.

ISP’s are vastly improving how emails are delivered to the inbox.  The IP’s (servers) sending your emails are not the singularly important factor they once were.  One thing we now know is that your domain’s reputation, as well as how people engage with your emails, plays a key role in having your emails make it to the inbox.

But the fact remains that still today, 80% of email marketers send the same message to their entire list.  Why?  Because traditional email service providers make segmenting really hard.   If you want to increase your results and your clickthrough rates, you will shift how you think about your email campaigns.

With studies showing such strong improvements for segmented and targeted emailing, organizations that want to improve their results will make the switch to solutions like WPMktgEngine that offer the analytics and capabilities that make behavioral segmentation easy.

Unfortunately, the analytics provided by most email service providers do not “go beyond the click,” leaving you with gaping holes trying to not only segment but also deciphering what is working and what is not.  Most marketers don’t have time to try and figure it out.  That’s why 80% are still doing batch and blast emails to their entire list … even if they will suffer increasingly worse results (and potentially damage their email sender reputation).

 

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About Kim Albee

An in-demand marketing consultant, speaker, and educator, Kim is a respected visionary with a great sense of humor who has made her life goal to make marketing easier and more accessible for small business owners. When not changing the course of marketing history, you can find her at a tiny cabin next to a Wisconsin lake with people and critters that make her happy.

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