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BizReport : Email Marketing : September 07, 2006

Get More from Traditional E-Mail Campaigns

So, you began an email campaign a few weeks ago, sales were fine, but have begun to trickle off. Can you get more from a campaign worded slightly differently?

by Kristina Knight

Marketing Experiments says yes. Putting a current events twist into your campaign can help increase sales, sometimes by as much as 3 percent.

In a recent experiment, they sent out two email campaigns. Both had the same sales content, the big difference was that one of the email campaigns linked the copy directly to a recent event. In the second campaign, the copy simply mentioned “recent events in the news” instead of naming the specific story that had been receiving a lot of coverage.

Of the more than 168,000 emails sent for each campaign, the first campaign – which linked to the specific event – had 5,119 clicks and a 3.42% sales conversion rate. The second campaign had 4,395 clicks and only a 2.78% sales conversion rate.

Another helpful tip is to make the sales copy easy to navigate. Include a ‘click here’ link on the landing page to get visitors and customers immediately to the sales copy. Don’t offer them too much extraneous information. By getting visitors directly to the action area, you could increase sales even more.

Tags: experiment, Marketing Experiments

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