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Cooler Tips #40 -
Use Tracking Reports to Maximize Your Emails!
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Hello CoolerEmail Subscriber!
Take advantage of all the cool tracking and reporting features that Cooler Email has to offer!
First Things First
The first of the year is a great time to refocus your email marketing campaign. Cooler Email has incredible tracking abilities to allow you to do that. But unless you're a marketing analysis expert, they can be a little confusing.
In the next few issues of Cooler Tips, we'll try to de-mystify the tracking reports that you can generate with your emails, and best of all, we'll talk about how to use those reports to make your emails even more effective.
Sure, it's cool to be able to rattle off the "Click Through Rate" (CTR) on your last email or the number of subscribers on your list, but do you really know what those numbers mean? Do you really know how you're doing? Well, what are you
trying to accomplish?
I talked with marketing guru,
Veronika Noize, to get some advice from the expert. She broke it down into nice, bite-size chunks that even the busiest marketer can handle. So come on along and we'll make your email newsletter the best marketing tool it can be.
The first step is to define your objective
What, exactly, are you trying to accomplish with your newsletter? Here are some possible objectives to consider:
- Are you trying to increase traffic to your website?
- Are you trying to bring people into your retail store?
- Are you trying to sell more product?
- Are you trying to build a relationship with customers?
- Are you trying to retain existing customers?
Now decide what you want people to do
Let this drive your content – especially your subject line. This is where all that tracking information starts. If your subject line isn't even compelling people to open your email, it's already over. For example, if your objective is to
sell 75 widgets this month, Veronika suggests putting something compelling about your great widgets right in the subject line of your email.
The number one mistake made by companies sending email newsletters is to have a generic subject line like: Newsletter #20175. Who's going to open that? Let this be your project for this month: Develop a killer subject line. Use your
objective to define your subject line. Remember to form it as a benefit to your readers. Don't say: "Help me unload 75 widgets this month!". That's not going to get your email opened. All the great tracking info in the world isn't going
to help if the email doesn't get opened. Instead, try something like this: "New widget makes you smarter (prettier, thinner, whatever)".
Next step, stop comparing your email newsletter's performance to somebody else's
That's really pointless. Instead, compare where you are today with where you were last mailing, and where you'd like to be in the future. That's really the value in Cooler Email's incredible tracking features. The objective is to make your
email campaign better each time.
Tune in next month to learn how to use all that tracking information to fine tune your email marketing. We'll have some great case studies from other Cooler Email users. If you'd like to share you secrets and results, please
send an email today.
This article was written by Barbara Saunders, owner of
Newsletter Associates, a complete newsletter service helping small businesses grow client relationships. For more information, visit www.newsletters-inc.com. Pump up your marketing in 2004 (c) 2004 Barbara Saunders. All right
reserved. |
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New Release: Cooler Postal Converter
Grow your opt-in email list with your existing direct mail clients - They get quicker service and you get lower postal
charges!
Does your company have a large mailing list of customers and prospects who are engaged and interested in your company? Would you like to regularly communicate with them but are finding catalog and brochure mailings just too expensive? If
so, we have the perfect solution for you---Cooler123.com! It is the leading way to convert offline mailing lists to permission email lists.
 Your customer gets a personalized postcard with an incentive, a Web address, and a unique 5 or 6 digit PIN code.
 They visit the Web site and type in their PIN code and their email address. Here they can opt-in to receive email.
 A personalized coupon is emailed to them, and you've now added a valid email address to your list.
Click here to learn more!
Thank you ...
We are always striving to make CoolerEmail ever better. Customer requests for feature enhancements are responsible for many additions. If you have feedback or suggestions, please send them to
suggest@cooleremail.com.
And as always.... be cool!
The CoolerTeam--- |
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Cooler Bytes |
Look @ Trends
Wonder what's the best day of the month to send your email? Well, Cooler Tracks tell us that most emails are sent out on the 16th of the month. But most are opened on the 25th and then the 27th.
Most emails are sent on Tuesdays... but emails are most often read on Sundays (followed by Mondays and Wednesdays)
Interestingly enough, Cooler Tracks also shows that most emails are opened around 11:00 p.m. at night - Go Figure!
How about Industry Info?
Cooler Tracks lets us know which industries are better at opening your emails. For example:
- Education = 62%
- Networking Orgs. = 59.7%
- Insurance = 55.3%
- Nonprofits = 53.4%
- Travel = 48.5%
- Com. Real Estate = 46.8%
- Business Consulting = 46.7%
- Sports = 46%
- Manufacturing = 40.5%
- Training = 38.2%
- Res. Real Estate = 36.5%
- Software/IT = 30.8%
- Ad/PR = 30.7%
- Medical = 30.4%
- Food Service = 23.9%
- Law = 20.4%
How do you raise your open rates?
Craft the most compelling subject line possible for your email. That's your project for this month. If you know your target audience and what they want to know, deliver the content that they want, and they'll open those emails.
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How does gender impact subscriber behavior?
Did you know that studies have shown that men are more likely to unsubscribe or just delete newsletters they deem as "too frequent"? In fact, 60% more likely than women.
In fact, as long as the content is solid, women will respond better to more frequent contacts - weekly as opposed to monthly. Whereas, men respond better if the contact is monthly.
So, how can you use this information for your own emails? Let your readers choose their own frequency when they sign up on your website.
The Can Spam Act
What is it and how can you avoid it?
Click here to find out
Tired of trying to keep up with your newsletter?
Check out
Newsletter Associates
Let us take care of it for you.
Helping small businesses grow ongoing client relationships.
Find out more
Tune in Next Time for -
More on reading Cooler Tracks and making your emails irresistible! We'll also let you in on the new Hot Prospects feature to further pump up your email marketing campaign.
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