So, That Was Fast
On December 3rd I wrote a post titled Screw Automation. Interesting update on that. Chris (a long time reader) didn’t just agree with the post it’s how he is already running his email marketing. Chris sends out personalized emails. Granted, this is hard to scale but that’s precisely why Chris’ emails perform so well.
Chris was kind enough to let me share an example of his email and … performance metrics!
Email example: https://mailchi.mp/03b038616fda/would-you-like-efi-under-your-christmas-tree
Performance metrics: 24 hours after sending email above 44.6% open rate and 11% clickthrough rate (percentage of people who opened the email and clicked a link in the email). I don’t need to know industry averages to know this amazing.
Please excuse my need to be the devil’s advocate. I mean no disrespect.
1. In the end, the goal of all our digital marketing efforts is ROI. Great open rates and click through rates are fine, but revenue is king in my business and I would prefer to have lower open and click through rates but more sales. I think of it as – time to create the campaigns vs. revenue generated.
2. I really appreciate that Chris has shared his email content. Thanks! What I did not see was how that email was personalized to the recipient. Perhaps someone can point out what I am missing.
Best to all!Reply
Hi, Mark. Love devil’s advocate discussions. Yes, you’re right, ROI is the ultimate goal but open rates and click-through rates are leading edge indicators. If those are healthy you are one step closer to having a good ROI.
In my post, I defined personalization as down to the individual email recipient. Chris defined it differently- to him, it’s about crafting a custom email to a subset of his readers. Both are acceptable definitions. How much one zooms in is a function of what’s needed for the job. To me, Chris’ email is solving the most important hurdle: convincing the recipient that it was intended for just them.Reply