Golden Leads

We’re putting the final touches on a new white paper that’s written on the subject of relevancy.  While making my contribution to the document, I came across something that should be mentioned in this blog.  There is a scenario that plays out when supporting email marketers that goes something like this….  When we first started our email marketing campaigns the results were really good, however, lately we’ve been seeing declining open, read and click through rates – what gives?

Usually this issue points directly to a relevancy issue than can be fixed one of two ways.  Either add more people to your list on a more frequent basis to balance out the people who aren’t paying attention to your messages anymore or provide them with more relevant content.  The attention span of the average recipient is extremely narrow and when you divide that by the growing number of messages (solicited and non-solicited) that recipients receive each day it doesn’t take long to understand that relevancy really makes sense.

My most recent experience with this sort of thing was from a travel site that was not seeing a great increase in unsubs, however, their performance metrics we’re heading downhill fast.  I was able to pinpoint that most of their subscribers were essentially staying on the list to “lurk” for good deals and special trips by using the subject line as a determining factor to open or click through on the message.  Generally the travel site sent the same offers to the Caribbean and other southern destinations.  What we found however, when an offer was sent for a weekend getaway to New England was that performance metrics soared.  This was a classic case of a stale content mix and a marketer that wasn’t paying attention to gradual slipping away of the relevancy of the email marketing program.

Is it time to give your email marketing program a relevancy check-up?

Thanks to Email Marketing Blog for this great article.