Open Rate Enemies - email growth tactics for startup marketers
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open rate enemies @susanfsu #ctaconf
Transcript of Open Rate Enemies - email growth tactics for startup marketers
open rate enemies@susanfsu #ctaconf
imagesenemy #1
@susanfsu #ctaconf
{1 image that occupies all above-fold space
@susanfsu #ctaconf
the plain text difference = the link is so clear
@susanfsu #ctaconf
emailsize
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enemy #2
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@susanfsu #ctaconf
plus 28 more images
@susanfsu #ctaconf
- just text - no images
- CTA near the top
@susanfsu #ctaconf
unverified sender identityenemy #3
@susanfsu #ctaconf
uh, who??@susanfsu #ctaconf
verified
check your domain key status now: https://www.mail-tester.com/spf-dkim-check and your sender score: https://www.mail-tester.com/
@susanfsu #ctaconf
bad subject lines
look at me!
I’m a spam!
Or a promotion!
enemy #4
@susanfsu #ctaconf
HOT subject lines
subj: re:...
subj: Fwd:...
subj: you / new / now
@susanfsu #ctaconf
open rate 66.7%
stinky content
boring
hard sellirrelevant
me, me, me
enemy #4
@susanfsu #ctaconf
WTF??
- personal - text only - immediately after
welcome - WORKS :)
key product & content pathways, aka actionable segmentation
aka, sending good emails to the right people makes GREAT content
segmentation
@susanfsu #ctaconf
how to segment1 by acquisition channel
2 by acquisition campaign
3 by demo or geo (check analytics)
4 by offer that brought them in
5 by device
6 by time and other “laterals”
7 ask them@susanfsu #ctaconf
dormant subscribers
open rate < 20%
delivery rate < 99%
unsubscribe rate > 3%enemy #6
@susanfsu #ctaconf
60% of your subscribersare dormant. Wake them up.@susanfsu #ctaconf
activation formula
Day 0 Welcome (and activate now)
Day 1 Fear-based activate now (risks / FOMO)
Day 2 Benefits-based activate now (the promise)
Day 4 Incentivized activate now
Day 7 Get ready for the backburner
Day 8+ BACKBURNER
@susanfsu #ctaconf
activation merely unlocks further activation
@susanfsu #ctaconf
the
importantmost
thing
open rate is a vanity metric
@susanfsu #ctaconf
get conversions1 multiple links, same destination
2 no leaks
3 “retarget” un-opens
@susanfsu #ctaconf
“Fwd:...” “Re:...”
all roads lead to Rome
sales page, aka $$$
recap
images are the devil
if you must be verbose, include a CTA immediately
be clean, verify DKIM + SPF
GREAT emails are segmented
fight dormants, activate immediately
open rate is a vanity metric, conversions count.
contact & more info Susan Su
@susanfsu
linkedin.com/in/susansu
http://emailforstartups.com
TONS MORE. Message me.
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