Email is still one of the best performing marketing channels. With 281 billion emails sent every day, including over one billion per day by Mailchimp, it may seem that your Inbox is flooded and individual emails will be missed. But with a few simple changes to how you run your campaigns, you can easily increase your email marketing’s performance. Let’s talk you through how to improve your email marketing performance by at least 50% in just two minutes.
1. Send your email campaign as normal
Whatever your email campaign is about, send your campaign in your normal way.
2. Replicate your email
Whatever email marketing platform you use, you will be able to do this. Some may not be as easy as Mailchimp makes it, but the steps shown here are all achievable in every platform.
- Go to your Campaigns list
- Find the email campaign you have just sent.
- Click Replicate. The idea is that you will be sending exactly the same email.
If your email marketing tool doesn’t give you a one-click option to do this, you should be able to either copy the HTML code or copy the contents and simply paste into a new campaign. The replicated campaign will be titled the same as the previous one, plus (Copy 1). Keep this title, as it allows you to identify them in the future and measure your own performance.
3. Edit your audience
The last thing you want to do is upset the people on your mailing list, so you don’t want to send your email campaign to either:
- The people who have already opened it
- The people that isn’t relevant to
To do this…
1. Campaign Activity – who were sent – [name of campaign]
2. Campaign Activity – who did not open – [name of campaign]
It is very important you select ALL at this stage. If you don’t, you will send the 2nd email to lots of people you didn’t mean to.
If you choose ANY rather than ALL, the following will happen…
1. It will go to everyone who you sent the original campaign to
2. It will go to everyone in your list who didn’t open the campaign, whether they were sent it, or not.
4. Edit the Subject Line
If your previous subject line didn’t get people to open it, they are unlikely to open it next time, if you use the same subject line. Change the subject line. Perhaps ask a question, challenge them, or refer to another way this replicated email campaign can help the reader.
5. Schedule within 48 hours
Dependent on how time sensitive your email is, you may want to do this just 12 hours later, but it should be soon after the first campaign.
Once you have sent the replicated campaign, you will be able to see whether you an additional 50% opened it, or even more.
To support this article, we analysed data from email campaigns run by some of our clients over the last few years. The data looked at 628 email campaigns over the last 5 years.
Average Open Rate on first email: 23.8%
Average Open rate on Replicated email: 16.0%
This equates to a 51.25% increase in the number of people who read the email
The replicated campaigns added a further 35% to the number of people who clicked through.
Of course, we cannot guarantee this will be the case for everyone, as it will vary from company to company. Rates across the client data analysed ranged from 24 – 69% increase in open rates, and clickthrough rates ranged from 34% – 64%.
If you want to improve your email marketing performance, get in touch or give us a call on 020 8634 5911