Mass email campaigns still work – If done correctly!

Some business owners think that bulk email campaigns are a waste of time.  Nobody reads emails and utilizing mass email campaigns are just spam.  However, real life examples show that a properly written email, sent out to a qualified list, can lead to some healthy results.

Case Study

I was working with a large client recently that sells software.  The client has about 2,200 customers scattered across the country.  My client wanted to sell their latest version to their customer base.  In order to prove my abilities I suggested we do two tests.  The client would work on bulk email campaigns to the whole list of customers while I worked on a smaller sample.

Different Pricing for Different Items

The software in question is offered in different levels, similar to new cars.  Cars with bare essentials cost the least and as the options are added the price goes up.  This software does the same thing.  The most expensive version of the software has every available feature that a person could think of while the cheapest version offers the essential functions without the bells and whistles.

Mass Email Campaigns by My Client

The client came up with a lovely graphic, complete with the company logo and pictures of $100 bills.  The headline said “Save 10% or Save $900”.  At first glance, this is either misleading or confusing.  After all, is $900 a good deal?  That depends on the price.  If the price is $15,000 then the $900 discount will not be as much as a 10% discount of $1,500.  Fortunately, the client was not selling anything in that price range.  Their products ranged from $825 to $3,500.

Over the course of two days the client sent this promotion to its entire list of 2,200 clients.  22 customers responded with interest and asked for more information.  That is about a 1% response rate, very similar to direct mail rates.  One sale closed for $1,200.

My Strategy for Bulk email Campaigns

I approached my list of 131 clients in a completely different manner.  I put together three different emails, one message for each level of software.  After all, since the software had different prices it made sense to discuss the exact discount available for each version of software.  I also began the message with the contact’s first name like this “Hi, John, “ and included the customer’s company name in the body of the message.  This means that all 131 emails looked personalized.  The name of the contact, the name of the company and the exact discount available to each company was spelled out in the email.

So, how did I do?  Out of 131 emails, I received replies from 33 customers asking for a full quote, a 25% response rate.  4 of those deals closed for a total of $6,790 in new business.

Do you think bulk email campaigns work?  Would you like a 20 to 25 percent response rate on offers?  There are three key points to this particular success story:

  1. The customer had a list of previous clients they could contact
  2. The successful campaign utilized personalization for each message
  3. The client offered a fantastic offer to customers in order to get a response.

If you would like to learn more about putting together an email campaign for your current and past clients, get in touch with me.  You can use the contact form below to send me an email and we can set up a time to talk via phone or web chat.

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The Dreaded UNSUBSCRIBE: Why Readers Stop Reading Your Emails

Email is hands down one of the best technological advancements for businesses. Sending documents, links to websites, videos, photos and news can all be done in a matter of moments and reach people all over the world. However, as the general public has become more tech-savvy they are also becoming more guarded of their contact information.

Aggressive Nature of ISP’s

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Email providers like Gmail and Hotmail have become more aggressive with their monitoring procedures. When customers fail to open an email or choose not to click on links offered in the messages, those senders are seen as spam by the ISP. Thus, a lack of action on the part of one of your subscribers forces your message to wind up in the junk folder. Not a good sign.

Why Interest Levels of Subscribers Tend to Drop Off

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One marketing company, Litmus.com, did a study to find out why subscribers lose interest over time. Would you like to guess the Number One reason??? TOO MANY EMAILS, TOO OFTEN. People don’t want an email every day or every other day. Over 50% of the surveyed people stated this as their reason for unsubscribing from email lists. The second reason, with over 40% of respondents, said the content offered by the emails were boring or repetitive.
What Can You Do to Keep Subscribers Happy and Interested in Your Offers?
Make sure that subscribers are choosing to opt-in to your service. An even better approach is a double opt-in option. This will require subscribers to take an extra step but it also ensures they really want what you have to offer.
Design emails with frequency options. Give the customers a chance to tell you how often they want to receive messages. This allows the customer to stay in charge while staying in touch.
Put a note in the emails asking subscribers to place your email address in their list of approved contacts. This will stop your messages from automatically hitting the spam folders and reinforce acceptance from the client or prospect.
Test, test and test some more. Test the days that you send out emails messages to see which days get the best response. Test times of the day. Change the subject line. Change the offer. Change the introduction. Test every feature of the messages and make notes about what works and what doesn’t.

Are you using email to stay in touch with clients, educate them and pre-sell them on your products or services? If you would like to learn more about email marketing use the form below to get in touch with me.