After you build up a substantial number of subscribers you will notice that many of them don’t open your messages. Once you verify that the emails are being delivered to their IN box and not the SPAM folder, you need a strategy to get that open rate up.
If you see a noticeable decline after a particular email gets delivered, open that message and see what it’s doing that may be turning your readers off.
Split test some subject lines, improve your from field and be sure you’re offering content that’s worth your reader’s time and attention.
After all that, you may want to design a recapture program to see if a targeted effort can improve your open rates.
Stephan Webster at iMedia Connection has published a step-by-step guide for planning and executing a recapture program. In his article, you’ll discover:
“One of the most cost-effective email marketing programs is outreach targeted to recapture the interest of disengaged subscribers. These are customers who subscribed to your email list but lost interest, and stopped opening or clicking your emails. They’re still on your list and receive email, but they’re no longer purchasing from you.”
And he revels his “Recapture program recipe” including how to:
- Define “inactive subscribers”
- Establish baseline statistics of their email (email service provider) and site (web analytics) behavior
- Click and open rates
- Conversion rate
- Revenue per mailing
- Generate an email list of inactive customers
- Send recapture offer email
- Measure response
- Feed results back, repeat
If you’ve got a substantial number of subscribers who aren’t even opening your emails any more, hop on over to: iMediaConnection and plan a recapture program PDQ!