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Understand the difference between gimmicks and strategies in email marketing and discover our 12-step strategy to get a 15% reply rate on a cold list.
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IS YOUR MARKETINGSTRATEGYJUST A BAG OF GIMMICKS?
Contact Uswww.beachheadmarketing.comemail: [email protected]
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About
Are subject lines the key to boost email campaigns?
Our email campaign accomplisheda 15% reply rate on a cold list
with Strategynot Gimmicks
Let’s look at the differences
Gimmicks - Tactics - Strategies
TacticsActions you
take to achieve an
end
Gimmicks
Novel tactics
designed to attract attention
• No one uses this subject line• It promises a slim chance that
Obama is personally emailing you
“Hey” subject line is a gimmick
Gimmicks are limited“Eventually the novelty
wore off, and we had to go
back and retest”,
(Showalter, Obama’s director of digital
analytics)
Gimmicks are limited
A generic content eliminates the temporary goodwill of gimmicks
Strategy: a system of tactics
Tactic ObjectiveDesign campaign for short term objective
Optimize for fundraising
Email frequently (endlessly) Maintain awarenessTest 18 variations of each email Find the most efficient versionSend winning email version to entire list
Maximize results
Segment content for mobile devices Improve responsesAdopt familiar tone in emails Look like Obama’s actually
writingWrite gimmicky subject lines Utilize the novelty effect
Obama’s campaign strategy was a combination of all these tactics:
Simple version:Two tactics + synergistic manner = Strategy
update
Examples:
A strategy need not be complex
Tactic Strategy UpdateSend a regular newsletter email to database
Send a newsletter email to database every full moon to build expectation and habit
Send a webinar offer email to all new prospects
Designing a four-step drip email program to educate prospects based on their needs
Our strategyto achieve a 15% reply rate
on a cold list
Our strategy1. Analyze competitors’
emails
2. Profile accounts for deep personalization
3. Subject line nearly requiring an open
4. “From” line indicating a peer level relationship
5. Short, text-only email
6. Copy borrowed from prospect’s words
Our strategy
8. One specific request in email requiring a reply
9. Email opens tracked using Yesware
Our strategy7. Dynamic content in
subject line and email copy
10. Emails sent one at a time
11. Emails sent at an optimized time
12. Follow up bounces with emails to other accounts
Our strategy
Focus on Strategy, not Gimmicks
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