Understanding your email list


by  Dave Bender Last week I had a conversation with a colleague of mine named Simon. He wanted my opinion on what stat is more importa...


Last week I had a conversation with a colleague of mine named Simon. He wanted my opinion on what stat is more important, opens or clicks. I felt that both are very important to digital marketing success. Clicks eventually lead to sales but opens lead to clicks. This conversation came up because on one of his campaigns he had a very low open rate. One symptom of a low open rate is sometimes because of a bad subject line.
He was a little disappointed and felt there wasn’t a way to salvage his last campaign. In all actuality Sendlane has a great solution for this. I told him he could go back into his List settings and segment out those subscribers on his list the “did not open” his last email campaign. From there you have the ability to resend the same campaign with a different subject line to those that didn’t open his last email. This new email will only be sent to those that didn’t respond to your last subject line and by adding a new subject line it also makes it seem like a brand new email to them.
We discussed a few of the benefits of doing this:
  • Reuse good content
  • Get a sense of good trigger words for your list
  • Fine tuning your subject line for more opens
There are of course more advantages than what’s listed here but these were some of the main ones we felt could deliver the most value immediately. You start to develop an understanding on the most effective ways to communicate with your list. You learn what they like, words that trigger opens, and a strategy to make the most out of your content. Check out the video below to see exactly how to segment your list and resend a campaign to that segment.
Video Player



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#DIGITAL: Understanding your email list
Understanding your email list
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