Having a niche site with 31,000+ subscribers (and growing) gives me the opportunity to test different email marketing methods.
I recently went back to tweak an onboarding email series I have for one of the sites free opt-ins. In just 14 days the open rates increased significantly.
Here are the stats for the 3 part email series before changing it.
I tweaked the entire series and even made it longer. And, as you can see, the results are much better all around.
Here’s what I did:
- Rethink your email autoresponder series – sometimes they get setup early on in a business and you learn more about your customers and what they want, so you need to update it. Sometimes it may have been written poorly. Regardless of the situation, going back and rethinking your series can provide better results.
- Don’t be scared to add – Here I have added an additional 2 emails to the series. 1) specifically for gathering data from my audience – email 3 goes to a survey. 2) A direct sales pitch at the end of the series.
- Be more specific and concise – the copy in the emails was drastically cut down to be more specific and concise.
- Change the sign up process – I had the download immediately after subscribe – without confirmed opt-in. Now, I’ve got confirmed opt-in switched back on and have a start up email that provides the download and sets the scene on what to expect.
Once you have autoresponders in place, there are always things you can do to get better results.
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