If you haven’t heard it before, you need to cultivate and nurture your email list of clients.
This is easy if you have clients and a list, but if you are like me, and starting out from scratch, where do you begin?
That’s what this series of posts is all about.
- What is the best subject line to use?
- When should you do an email blast to get the best open rate?
- How do I word my email to get the most clicks to my website?
- How do I grow my list from zero names to 1 to 10 to 100 to 1000 and beyond?
Lots of articles have been written about this, but none have summoned the power of the scientific method. That is how I approach marketing – finding out the optimal way to use the web, and sharing it with you. Because we all want to do the best we can. I want you to succeed. And I know you can. We all start somewhere.
This is the first in an ongoing series of email blasts to a new list of people every week.
Starting from scratch.
This is what it would be like if you had a list of people that didn’t know about you, and you wanted to introduce them to your services.
Every week, I get to do is try out a bunch of different variables copy, subject lines, images, and times of day to send out emails and see what really is best. Then I publish the test here, and share the results with you. Be sure to sign up so you get these posts every week when they come out. The posts will follow the same format, which makes it super easy to follow along. At the end of the post I’ll summarize the results, and tell you the plan for next week.
Without further ado – here’s the test and results for week 1.
Type of Test
Email blast. This is a plain text mail out from Mailchimp. No fancy formatting. Only one plain text link to my website. Very simple.
Primary Goal of Test
To get some questions that new agents may have about marketing. As this is a new website, I have a lot of content planned, but I want to make sure that the audience I am trying to help is actually interested in what I am trying to say.
This email was a simple one – it simply stated that I was willing to answer any social media or marketing question they had.
Secondary Goal of Test
To get visitors to click on my website, and ideally subscribe for more info.
This is always going to be a secondary goal – to get people introduced to EricHegwer.com, and the marketing research I do for Real Estate professionals.
Summary of Testing conditions
Time emailed: Monday, September 28, 2015 at 8:15 AM
Time allowed for response = 24 hours
List Temperature = Cold
Number of people on list = 182
Variable Tested: Subject Line
A) Contratulations on getting your Real Estate License (misspelled on purpose)
B) Real Estate Marketing for the new Agent
C) A question for new agents
Copy of Email:
Reserved for Members
Results of Subject Line Test:
Subject line A had the highest open rate, but was tied with subject line C for click rate. This tells me that the copy of my email was good, and once I got people to open it, they weren’t ready to click on the link I provided at the very end of the email.
The open rate for the winning subject line was an INCREDIBLE 83.6% The industry average (according to Mailchimp) is 17.8% That’s 369.6% better. OK so I’ve found a subject line that gets people opening their email. Goal #1 accomplished.
Unfortunately, in the first 24 hours of the test, I haven’t received any replies or responses to the message, so while I did have a much higher than industry average for the open rate, the call to action was weak and didn’t effectively get recipients to do what I wanted.
Next week I’ll work on the text of the email to give a better call to action and see if I can’t get more clicks to my website.
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