We having been sending out a newsletter every week since May trying to provide internet marketing tips and insights as well as links to our ’19th hole blog’ that holds our latest adventures. While we have been getting some great verbal and written feedback from the readers, our open rates have been declining. They used to be over 30% and now have declined to 20%. Are we sending too many emails?
Most email marketing companies recommend resending emails to those people that did not open them the first time. While we have not done this in the past as we were not sure the effort required would produce results, and we were concerned about being ‘spammy’, we decided to do a case study on our own email database.
CK Golf Newsletter
Sent October 27th to 1374
Open Rate – 20.4%
Click Rate – 4.8%
Three days later we extracted the list of those that did not open the email, re-imported it and resent the same newsletter to these people.
Sent November 1st to 1060
Open Rate – 6.7%
Click Rate – 1.4%
Constant Contact (our newsletter provider) does not currently offer an easy way to make this happen (but we will suggest it through one of their feedback channels). To export and reimport the list, copy and rename the email, and to resend took just over 5 minutes. Some software makes this process easier but we think the maximum time needed to complete this process would be ten minutes.
The second email resulted in a extra 70 users reading (or at least opening) the email and one more click. The other key stats that we were looking for was opt outs and spam reports. There were zero spam reports and one opt out.
So is getting an extra 70 people to open our newsletter worthwhile? We think so. We will try this experiment again in the New Year with the resend at a different day and time (this one being on a Friday) and see if we can improve the results. We still feel that email marketing is a key component of a successful internet marketing strategy we just want to make sure we are getting the best results.
Changing our Email Marketing Opinion
Our opinion of email marketing has now shifted to be more in line with our social media processes. We post the same message at different times on various platforms. We also post the same message more than once at various times on the same platform on our social sites. So why should we treat email any differently? The people that did not open the email the first time were maybe just busy? How often do you delete emails that you know come on a regular basis? Maybe the second time they received it they had more time? We are still questioning the number of emails that we send. Perhaps once every two weeks instead of weekly would produce a better open rate? Stay tuned for any changes we make and their results.
Note: Another good idea is to resend to your ‘soft bounces’. Those include mailbox full, out of office, server error etc. Since we had only 10 email addresses with soft bounces and Constant Contact cannot do this with one click we opted not to export and re-import this small list.
We, Jeff & Tara Ciecko of CK Golf write two blogs, one is our 19th Hole Blog where we share personal experiences and the other a Biz Blog where we comment on general business and internet marketing best practices, golf course marketing and give golf industry related opinions. We have owned CK Golf for 8 years and provide marketing, social media and business services to the golf and other industries. Our 19th Hole Blog is about the places we visit and the things we do. When we say that we like or dislike something or have a good or bad experience this is our opinion and the truth as we see it, not something we have been paid for. If you have any questions or comments feel free to contact us anytime.