Kim MacPherson's informative book goes a long way toward educating both novice and veteran marketers on the dos and don'ts of email marketing. Kim MacPherson's informative book goes a long way toward educating both novice and veteran marketers on the dos and don'ts of email marketing.
ACKNOWLEDGMENTS
I also want to thank ClickZ Editor-in-Chief Claudia Bruemmer, who so kindly offered to review and help edit this book. I would like to thank Jean Iversen Cook, my editor, for seeing the potential of this book and guiding me through it.
WHAT THIS BOOK COVERS
On a marketing level, an email "pushes" a message directly into an individual user's inbox, not having to wait for a radio spot or a magazine issue or a television commercial to make its debut. Once that goal is achieved, and a clear strategy is laid out for future regular communications with both prospects and existing customers, there is no stopping the success that email marketing can create for a business.
INTRODUCTION
But the fact is that one of email's greatest strengths lies in its ability to communicate with prospects and customers on a one-to-one basis, rather than "en masse." A dedicated email—the format you'd use to write to a business associate or Cousin Sue—can sound like it's written directly to the recipient.
HOW TO USE THIS BOOK
A dedicated e-mail promotion of this nature works because it has the "space" to tease, tickle and attract. And there's the potential for those glorious click-through rates you've no doubt heard about to come from dedicated, permission-based messaging designed to win over prospects and customers.
Part One
Think of this book as a guide to the planning, execution, creative development, and management of this highly regarded marketing tool—the dedicated permission-based email campaign—along with a step-by-step guide to creating specific promotions in to. Also in this section, we'll examine the often heated issue of e-mail address privacy, as well as the "opt-in" versus "opt-out" debate. We'll answer the following questions: What does permission-based email actually mean?
Part Two
Part Three
Part Four
Part Five
The final chapter discusses how to best and most effectively measure an email campaign's results as they relate to the success of the campaign. We'll also look at how to take those results to the next level so you can develop a master plan for subsequent campaigns.
Case Studies
The first chapter in Part Five (Chapter 15) includes tips for creating a dynamic and compelling landing page. The rest of Part Five examines key items needed, such as the best days of the week to email and other timing issues.
WHO THIS BOOK IS FOR
This chapter takes a closer look at the different ways you can track click-through and conversion rates, and provides examples of useful reports you can apply to your own business. Improve or optimize your existing outbound email marketing efforts. In short, if you have products and/or services and you want to apply the core principles of one of the most cost-effective, response-generating ways to bring them to market, you have the tools to do so.
GOLFCOACHCONNECTION.COM—USING E-MAIL TO
By the time you've read this book, you'll be well on your way to becoming a regular email marketing practitioner, if you aren't already.
INCREASE “LOVE” AND SALES IN THE GOLF MARKET
Introducing GolfCoachConnection.com, an Online Marketer of Golf Instruction Services and Equipment
The GCC Pro Shop offers a large selection of golf equipment and accessories from major brands that visitors can purchase online. The GCC marketing team is eager to launch its first email promotion, having heard what a powerful direct marketing tool email can be.
PART ONE
Promotional Device
Of course, this is not news to those of us who have been practicing this "art" for the last few years. You can also create campaigns around offers that allow you to cross-sell, up-sell and re-sell your products and services over and over again.
THE BENEFITS OF E-MAIL MARKETING
You can write valuable sales copy that is music to your audience's ears, and you can create a design that will make recipients stand up and take notice.
CHAPTER ❘ 1
The message can be light-hearted or serious, caring or informative, friendly or business-like. Because of the fast, interactive nature of email promotion, a sales or lead generation campaign can be completed within days of its initial launch (“send”) date.
THE E-MAIL CUSTOMER CONTACT CYCLE
For example, an email marketer promoting a jewelry website can select and target a list of people who have expressed interest in buying diamonds online. The links in an email message that become "hyperlinks," meaning they execute when clicked, taking people directly to a website or page.
CHAPTER ❘ 2
As viewing a web page in an email program, graphics and other images are the most. For example, when an email promotion is sent and recipients start clicking on the links embedded in it, their browsers must open to the landing page of the advertiser's website.
CHAPTER ❘ 3
However, both the opt-in and opt-out policies require consent at some point in the game. Let's start at the beginning to really understand the philosophy behind each of these solutions, and why opt-in is the better way.
DEFINING OPT-IN AND OPT-OUT
THE FOUR-LETTER WORD THAT IS SPAM
The experts agree that email marketing is one of the most cost-effective forms of advertising available today. 34;A Gold Mine for Those Who Can Benefit from Bulk Email Programs" - The New York Times.
GETTING NEW CUSTOMERS WITH OPT-IN LISTS
It reminds the prospect that he has signed up to receive these types of notifications, promotions, special offers, etc. within his area of interest. The combination of the confirmation email after registration and the reminder message at the top of the promotion itself ensures that there is no doubt that the recipient/prospect has signed up and that there can be no legitimate accusations of spam.
COLLECTING E-MAIL ADDRESSES IN AN OPT-IN MANNER
When an advertiser selects lists that target their target audience and an email promotion is created and sent, most opt-in list providers like Postmaster Direct and YesMail include a message somewhere in the email that re-identifies why the potential customer/recipient receives this special promotion.
Privacy Policy
It's also a good idea to associate your business with a privacy seal organization, such as TrustE. It's organizations like TrustE that increase a client's or customer's comfort level with your business.
YOUR PROSPECTS HAVE SIGNED ON—NOW WHAT?
Post your company's primary point of contact—including address, phone, and email—for questions about privacy and collection practices. Just make sure you follow the standards you've set in your privacy policy.
Make It Easy for Prospects to Unsubscribe
Link to Your Privacy Policy
Be Upfront—Always
PART TWO
Reeling ’Em In (Acquiring
New Customers That Stay)
OBJECTIVES
CHAPTER ❘ 4
They have never purchased any of your products, nor have they responded to any of your lead generation offers. These people have responded to one or more of your lead generation offers, but are not yet buyers.
SUMMARY
CHAPTER REVIEW/EXERCISES
How many new customers do you want your email marketing promotions to add to your house file in a year. Calculate how many new leads you will need to collect in the target time frame.
CHAPTER ❘ 5
Therefore, you have a number of options that will allow you to communicate with those people. So to find the best opportunities to reach them, you must first determine who they are.
FINDING THE CREAM
YOUR AUDIENCE
However, the above exercise can help you firmly plant that image of your customer in your mind, which will help you define your goals and objectives.
THE ALL-IMPORTANT OFFER
Build Assumptions
Members of this audience include company personnel ranging from top-level executives, such as VPs of Sales—who spend their time strategizing—to those in the trenches, meaning sales reps who spend their time their in regular, face-to-face contact with their prospects and customers. What they want most is to have more free time and be able to enjoy it while they have it.
Define Your Objectives
With those basic wants and needs in mind, let's look at some assumptions related to our previously mentioned content site targeting salespeople. Using the example above, what type of appeal, or offer, will help this audience achieve their desires and/or get rid of their pain.
TYPES OF OFFERS
Lead Generation
Another additional advantage of these types of offers is that they can be delivered to first responders via fax or email, so postal costs do not have to be a factor. In retail it can be a kind of starter kit, with or without purchase.
Sales Offers
Of course, the products must be tailored to the needs of the target audience because, after all, what good is free shipping if you don't really care about the products. Yes, this type of offer appeals to bargain hunters, but only if they are ultimately interested in your products.
PULLING IT ALL TOGETHER
In addition to the free software, responders would also be automatically entered to win a raffle prize - the latest in advanced wireless handheld computing. So the idea is to create an email promotion where the primary offer of free software and the free raffle entry will get the target audience, the sellers, to click through to the site.
GOLFCOACHCONNECTION.COM DEVELOPS AN OFFER
- Name the top ten things you know about your customers
- What are your promotional objectives?
- What is your primary offer?
- What is your secondary offer?
- What assumptions can you make about their “pain” points?
The bulk of the offer was for a free download of its proprietary software, designed to manage scheduling and follow-up in a systematic, easy-to-use (and time-saving) way. The software could be used both online and offline, but when the user was online, she could link directly from the software program to various relevant areas of the website.
OPT-IN LISTS FURTHER DEFINED
Now that we've covered how to define a target audience and develop an offer, it's time to learn how to search for top customers within a target audience.
CHAPTER ❘ 6
As we saw in Part One, opt-in lists contain e-mail addresses of people who have signed up at one time to receive promotional offers and notices within their chosen interest categories. In other words, they are either list owners or sellers (resellers) of email addresses picked up by other websites (some are a combination of both).
List Owners and Vendors
List Brokers
Example: If a list has a universe of 50,000 and the marketer tests 5,000 email addresses within that list in the first emailing and is successful, then the marketer can email the balance of 45,000 in the next mailing. Or, if the budget is smaller, the marketer can take a continuation of that list: a new set of 5,000 addresses with the first 5,000 omitted.
List Categories
In addition, the number of email addresses can and will be significantly reduced if you only identify the people who have applied for all of your chosen categories. If your final number is too small, try selecting people within three categories who have signed up to receive offers.
ENHANCE WITH SELECTS
THE DATACARD
Systems/Services/Networks, Information Systems Management—Communications/Telecommunications, Database, DP Operations/Security/QC, End User Computing, Financial Systems, Information Center, IS/MIS/DP, Networks/Informatics on the network/LAN, New Media/Interactive Media, Office Systems/. Systems Integrator, Other IS Management, Corporate Management—Corporate Management with IS Function, Executive Management, Financial Management, Other Corporate Management.
DATACARD COMPONENTS
Be sure to test a significant amount of each list (1/10 of 1 percent is a solid amount to aim for). For much larger lists, however, your best bet is to test solid chunks of those lists.
TOP THREE QUESTIONS TO ASK YOUR BROKER OR VENDOR
How often is this list updated and when was the last time it was updated. They leave bad or old email addresses on file for months without updating, and then the advertiser wonders why their promotion isn't even getting a half-percent click-through rate.
WRAP UP
This simply means that old addresses that no longer work must be removed and/or replaced with correct ones. So the question: “How often do you update or clean your list?” is an essential, but often unsolicited question, because if a list is not updated at least once every few months, you risk getting email addresses that are no longer valid.
GOLFCOACHCONNECTION.COM PICKS A LIST
And it's also a great idea to email the original 5000 again at the same time, just to see what your falloff will be compared to emailing the file fresh. ). We have already covered the development of the offer in the last chapter, and the creation of the message is covered in the next section.
CHAPTER ❘ 7
Within each list, you may also want to test the available selections, such as men versus women. And if it's relevant to your business model and offering, you can also choose to test different geographic selections, such as West Coast residents versus East Coast residents, or state by state.
SETTING UP YOUR TESTS
CREATING KEYCODES
However, to simplify this example, let's direct people who click through to the main homepage of the ClickHereNowDoNotWait.com site. For this example, we created a special offer page on the site. aptly titled
TRACKING AND REPORTING SOFTWARE
For example, they could enter a "?key=V1A0605" or "?ref=V1A0605" - it all depends on what makes the most sense for your particular business and what will make it easier for you to read these results .
MORE VARIABLES, MORE TESTS, MORE CODES
The same list has simply been split in half, and all other variables—implementation date, offer, subject line, and message—are the same. This of course assumes that we are using one list, and that list has been divided into four equal parts of like-minded people, and that all other variables are equal within each segment.
TESTING RULES 101
Furthermore, this test will also tell us which lead generation offer – LG1 or LG2 (listed in 1 and 3) is stronger, and also which paid offer – P3 or P4 (2 and 4) is stronger. You may decide that there are other, easier ways to obtain the same amount of information.
GOLFCOACHCONNECTION.COM TESTS AND READS RESULTS
To ensure that the results would be statistically significant (and because the total universe sizes were relatively small), the team included 3,000 names in each panel, for a total test volume of 18,000. The team added this suggestion to their growing list of ideas to try in future promotions.
Rollout Results
PART THREE
Creative Pointers and Tricks of
The Dialogue
How to Speak to Your Prospects
CHAPTER ❘ 8
She's the president of Company X and, goddammit, you've kind of grown to like her. Think how you would feel if you received a friendly email from Michael Dell of Dell Computers after opting in to receive Dell's special offer email notifications.
THE INTRODUCTION
Don't even try to camouflage the fact that you're trying to sell them something. Your own personality and style – the tone and theme of your message – will follow suit.
AS THE RELATIONSHIP EVOLVES
Your interaction – your dialogue – is largely based on your customer's personality and style. As this dialogue continues, your email's role is to play the role of a trusted and loyal friend.
CHAPTER REVIEW
This chapter is only meant to lay the groundwork, to give you some things to keep in mind as you craft your messages, as you build the dialogues with your customers. They can bring out the lowest emotions - from the highest to the lowest.
CHAPTER ❘ 9
HOW GOOD COPY SELLS
If you've ever purchased something through a newspaper, a print ad in a magazine, or a direct mail piece, I'm sure when you first started reading it you didn't expect to buy anything. Best of all, when they finally respond, it's because of their own impulse, not because some salesperson sold them.
KNOW THY PROSPECT
Look for the word "you" as it refers to the customer and start piecing together who this campaign spoke to. Take the dialogue you have developed with them and remember: therein lies the tone and rhythm that you must use with them.
HOW GOOD COPY IS CONSTRUCTED
Now that you've determined who your best customers are and have a "picture" of them in your head, the practice of pretending to interact with them comes into play. When you're selling with words, and because you can't give her a live demonstration of what you're offering, you have to form a picture in her mind.
COPY DETAILS AND TRICKS OF THE TRADE
- Avoid Repetitive Statements and Redundancies (Was that Redundant?)
- Write Like You Talk
- Don’t Be Concerned with Rules
- Punctuate for Emphasis
- Get Excited about Your Product(s)
You want to make the reader—the prospect, your potential customer—feel like someone is really speaking directly to her. Any seasoned copywriter knows that punctuation has a lot to do with how the reader "drinks" the words.
COPYWRITING FOR THE E-MAIL LANDSCAPE
On the other hand, with e-mail, due to the readability of the online medium (or lack thereof), italics and underlining are not emphasized because they are difficult to read. This may very well be one of the most important things you need to know.
THE SUBJECT LINE
The key here is to make sure you can deliver on what is promised in the teaser. Using ellipses in a subject line prompts the recipient to read on to see how the sentence ends.
THE FROM LINE (A.K.A., THE SENDER)
One of Tavolo's promos featured a line titled "Go on a Southern Picnic!" The sender was, of course, Tavolo. And the opening statement, which was more like another title, read: "Here's a picnic that packs a punch!" You can "hear" the promise there.
THE BODY
Body Copy
Sportscapsula.com allows you to turn ordinary game footage into extraordinary sports moments of your child that you can enjoy forever. Details and that extra "Oomph". The format of your copy plays an integral role in its success.
THE CLOSE
Where’s the Carrot?
GOLFCOACHCONNECTION.COM CREATES SOME COPY
Regardless of your skill level or inclination, your coach's golf tips will be tailored to improve your game. Colorful and clear illustrations make your coach's golf tips very easy to understand and apply.
CHAPTER ❘ 10
That is, an interactive direct response print ad - meaning the ad isn't just about branding and awareness. Many of the principles between a direct response print ad and a direct response email promotion are the same when it comes to layout and design.
DESIGN 101
Proximity
GOLF COACH CONNECTION
Layout and Alignment
Beginning designers tend to place their graphics in any available space not occupied by their text, as shown in Figure 10.3. Look at the following very simple elements in Figure 10.5 to see how disjointed a design can look if alignment is not used correctly.
John Smith
- Repetition
- Balance and Contrast
Notice how the bold line in the lower part of Figure 10.9 unifies the design, even with the white space in the middle. In Figure 10.11, the dark design elements tie the type together and keep the eye's focus on the card instead of letting it wander off to the right.
MORE DESIGN BITS AND BYTES
Don't think that you're using contrast effectively just because you're using two different fonts. One example of effective contrasting fonts would be a strong, bold sans-serif font next to an easy-to-read (and unprinted) serif font for the text below.
GOLF COACH CONNECTION NEWS
DESIGNING AN E-MAIL
The best rule of thumb is to make good use of your white space and/or your negative (i.e. unused) space around your text and images. As we saw in Chapter 7 on testing strategies and setting up test links, you can "read" the results of a number of different variables just based on the links visitors use.
Text Promotion “Design”
Suppose you just want to test the strengths of the message location, that is, where in the message people click. And suppose you promote (and name) two products within your text, and show two photos and a logo.
HEADER/GRAPHIC/LOGO
Creating a Text E-Mail
A FEW WORDS ON PUNCTUATION AND SPECIAL EFFECTS
When using bullet points in a plain text promotion, using tabs can end up formatting your message incorrectly with certain email programs. Due to its fixed width (every character and space is the same size), you can better define the number of characters so that you can be sure that you will not exceed a certain width of your message.
GOLFCOACHCONNECTION.COM COMES UP WITH
A WINNING HTML DESIGN!
RICH MEDIA E-MAIL
One objection in the past has been that a faster connection is needed to properly view a media-rich e-mail. Another objection has been that a recipient of a rich media e-mail reading his or her e-mail offline will not see or hear the ad because the content is.
Executable versus Nonexecutable
Because of these bandwidth and connection issues, and because it's quite a bit more expensive than creating a plain text or an HTML promotion, rich media has been used by a select few. Now very rich media promotions can be viewed quickly and easily, even for people still on dial-up modems.
Rich Media Conclusions
The rich media platform enabled full graphics, animation and sound throughout the 30-plus second promotion. One of the powers of rich media is that marketers can not only track how many emails have been opened and actually 'played' (due to the streaming of audio and video), they can also track how many emails have been sent . forwarded to other people.
PART FOUR
Best E-mail
Retention Practices
However, as we will see in this section, one of the most profitable ways to use email is to communicate with an existing email database, in other words, your own house list. Acquiring new customers can be expensive; by some estimates, the cost is about five to twelve times higher than that of retaining existing customers.
CHAPTER ❘ 11
Therefore, once you have these valuable customers on your site, the goal should be to constantly find ways to keep them. You need to demonstrate that your products and services have real value for them: so much value, in fact, that your customers will buy from you again and again over time.
CREATING AN OPT-IN HOUSE LIST
RETENTION MARKETING 101
For example, an online bookseller can promote to the paid-up customer database through regular communication. Each also becomes more profitable for the seller as price increases and marketing costs decrease.
THE STRATEGIES
Once a new customer or registered lead is added to the file, and especially when she has converted, the time is ripe to get her to buy other products or services. Once those customers have purchased and signed up, the cruise line can promote a more expensive five-day cruise.
Database Marketing and Segmentation
For example, a cruise line might start by promoting a nutritional or entry-level product, such as a three-day cruise. However, based on your marketing efforts, in which you try to get these customers to "trade up" to more luxurious equipment, or try to get them to buy other complementary products, your total sales are derived from promotions alone of your list of houses actually very far. exceed that figure.
Lifetime Value Analysis
Obviously, you will have to spend money to get them to continue buying from you. However, suppose, based on your first year's marketing efforts, you've managed to retain another 10 percent who will continue to spend $50 a year with you as long as you market to them.
Loyalty Programs
Once you've decided whether to include your other costs, as mentioned above, and you've set the total number of costs, you can then determine how much you can spend on your retention marketing efforts. As part of your overall marketing efforts, you can ask customers to join a members-only club where they receive an email every week/month/quarter with special offers and/or discounts.
GOLFCOACHCONNECTION.COM STARTS
This can be an effective way to "stay in touch" with your customer, while also cultivating brand loyalty. Think in terms of your business model and what will have real value for your customers.
TO DEVELOP A RETENTION STRATEGY
Even if it's sent online, it can still have that personal touch that many people respond to. Now let's get down to the nitty-gritty and look at some more tailored offers and ways of communicating to achieve this difficult but potentially rewarding feat.
HOW MUCH IS ENOUGH? HOW MUCH IS TOO MUCH?
CHAPTER ❘ 12
Not to mention the fact that a large part of your results depends on whether you are emailing customers or registered prospects. These are, of course, the people who are the real customers of your website if you offer products and services for sale.
WHAT TO E-MAIL?
These are the people who have not yet achieved your ultimate goal. Regardless of the method you use to generate registered leads, your ultimate goal is to convert them into paid clients or customers.
Welcome Message
However, they have become part of your email database because of a lead generation offer of some sort. This unsubscribe option can be placed at the bottom of each of your messages, but remember to keep it very visible.
Regular Content
It can also be a useful method of driving people back to the site where they can (guess what?) make a purchase. Both can be effective: the results depend on the content of your email and how much space you need to present it.
The Exit
A full format is where all or most of the content is laid out in the email. To improve your retention efforts even more, apart from what we've learned in the last two chapters, you can increase response rates by segmenting your data.
CHAPTER ❘ 13
If you have a home email list that you can communicate with regularly, you will be one step closer to improving the results of your emailed promotions, compared to the promotions you use in acquisition mode. In other words, you can optimize your campaigns by individualizing and customizing messages, rather than sending them en masse.
OPTIMIZING A DATABASE
Based on individualized links embedded in the message, in which each of your subscribers has a coded tracking link that is completely unique to her, you can find out. Based on the results of the above, you can then segment the different respondents based on how they interacted with the site and whether or not they made a purchase.
THE RFM MODEL
When the e-mail goes off, each recipient receives a personalized message based on when he or she last shopped, where they live and by gender. Again, if you have the technical skills, you can segment a home file based on the number of times purchased (2x, 3x, 4x and more) and by products purchased.
Capture the Right Information
Whether you're promoting a set of high-dollar products or a lower-cost set, you can determine how profitable each of your customers is. And whether or not you can segment based on any of these characteristics, think ahead: one day you will.
Personalization
WHAT MAKES A CUSTOMER RESPOND?
If you follow several of these types of promotions, you can gauge who your most likely social buyers are. You can then cross-select to determine who of that first segment continues to respond to those kinds of offers.
Determine the Various Purchase Points
You can determine this by analyzing your past buyers based on which style products were promoted at certain times and who responded. This is just one simple example of how you can segment, and thereby personalize, your audience based on what they buy.
WHAT TO TEST?
For example, if you discover that a customer always clicks on a certain offer, do something with that information. If you sell music online and they always click on the alternative music selections, adjust your next messages.
NEXT STEPS
GOLFCOACHCONNECTION.COM GETS ITS RESULTS
CHAPTER EXERCISES
What is the least expensive, most cost-effective and fastest, most desirable way to get the word out about a business. Word will spread further from there as customers become allies, not to mention friends, partners and even countrymen.
CHAPTER ❘ 14
HOW MANY EYEBALLS?
VIRAL COMPONENTS
TYPES OF MESSAGE
TO ATTACH OR NOT TO ATTACH?
Due to the nature of the included product sent via email (a combination of toy and desktop tool), the success rate was enough to grow the list in just a few months. And many recipients have that same fear too, which means that unless they know who you are, chances are they won't open the messages.
WHAT MAKES A VIRAL VIRILE?
THE TECHNOLOGY
Or, if you offer a free newsletter for subscribers and want to boost your circulation, encourage it to be passed along with each article, as well as throughout the site. Then encourage them to register people they know on the application form on this page.
GOLFCOACHCONNECTION.COM ADDS A VIRAL
Finally, whether you're offering a newsletter or some other service that's initially free, create a custom landing or "front" page on your website to direct members of your email list to. Regardless of how you decide to run your viral campaign, be aware of this.
COMPONENT TO ITS HOUSE OFFERS
You send parents a promotion offering a 30-day free trial of one of your most popular products. If you originally sent the promotion to 500 people, what do you think your final number of users who downloaded the trial will be.
PART FIVE
Back-End Necessities and Things to
Be Mindful Of
This is also called a splash, jump, or bounce page, depending on who you talk to.
WHAT IS A LANDING PAGE?
CHAPTER ❘ 15
Throughout the chapters in this book, we've focused on the emails themselves, whether they're purchase-based or retention-based. Remember: a landing page is an integral part of any email promotion, no matter what kind of promotion it is.
IMPORTANCE OF CUSTOM LANDING
In most cases, there's a final directive—whether it's a signup for a lead generation campaign, a payment for a sales pitch, or a new subscription to a free publication.
DIFFERENT TYPES OF LANDING PAGES
Simple Registration
Sign-ups for some free offering, including a free report, software trial, web-based seminar, sweepstakes entry, etc.
Simple E-commerce Landing Page
Complex E-commerce Page, or Microsite
LANDING PAGE MUST-HAVES
If the e-mail was in plain text, you could create almost anything you wanted. Remember, email recipients clicked on this page because they have an interest.
THE FORM
If the email had black and white stars all over it, sprinkle them on the landing page as well. Once on site the form was very simple and there were only a few questions to collect information such as.
A LAST WORD ON LANDINGS
Are you going to plan a vacation in the next six months?" As long as you don't bombard your "guests" with too many questions like these, they can be helpful in determining what kind of prospects you have on your hands.
GOLFCOACHCONNECTION.COM CREATES
ITS LANDING PAGE
Sometimes, however, we think we're doing a good job, only to find that our response rates don't seem to match. We've got all the "ducks in a row"—compelling copy, a nice, fast-loading design, a solid set of homes or shopping lists that we've used successfully before.
CHAPTER ❘ 16
When you "hit" a list of the same people over and over, and the time between hitting them isn't long enough, your response rates will drop. Use this philosophy and you'll be dead in the water before you know it.
SETTING UP TIMING TESTS
And how do you determine the optimal number of times to place your promotions, regardless of whether they are based on acquisition and retention.
How Often
