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How to measure results of an e-blast?

I sent an e-blast in order to test a hypothesis about a business idea and a target audience. The e-blast was opened at a rate of 31% but the link I included was only opened at a rate of 1.5%. How should I interpret that? My instinct is to say that I am on to a problem worth solving (because that was outlined in my subject line), but that people did not like my solution to the problem (that was featured in the body of my e-mail). How would you read it?

8 Replies

Craig Conlee
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Craig Conlee Entrepreneur • Advisor
Founder/CEO at Zealr
Great question and perfect time to plug my start up.
1%-4% is a common response rate. Anything higher is, well... I never heard of anything higher and especially, in the last few years, the percentage has gone down. Email is simply not effective. HBR, IDC, Forrester, and (I hforget the other) has a great white paper on this to support the numbers associated with email not being effective. And from my personal experience, I avoided email. Decision makers get +200 plus emails per day. And not to mention,
Craig Conlee
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Craig Conlee Entrepreneur • Advisor
Founder/CEO at Zealr
And not to mention, unless notifications. "If there is an app" that measured the real conversations and is happening over social media, your campaigns would be (research in study) percentage over 1%.

Check me out and what I am doing.

Www.zealr.co
AngelList.co/Zealr

Andrew Lockley
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Andrew Lockley Advisor
Investor and strategy consultant
Could be the style. Did it come across as spammy?
Michael Boezi
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Michael Boezi Advisor
Writer, Strategist, Educator.
1.5% is not at all unusual for an email campaign. You can get a higher CTR if you have an audience of "true fans," or a really good offer. But honestly, not too much higher than that. Your open rate is pretty good - depending on the industry, I expect to get anywhere between 17% to 40%. I think it's dangerous to make a determination about a product or strategy based on the results of one email campaign, though. There are way too many variables at play.
Eric Lannert
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Eric Lannert Entrepreneur
Program Director at Digital Youth Network, DePaul University
To validate your idea I would make a quick landing page for people to sign up to do customer interviews. Talk to people about the pain you are trying to solve and get their input. The conversion rate on that page is also helpful alongside your email data.
Linda Marshall-Smith
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Linda Marshall-Smith Entrepreneur
Marketing Consultant, Ambassador, Silicon Beach at CoFoundersLab
My experience with email over the last year has been just the opposite. My open rate is 10 to 15% but my click through rate is 35%. I use email on and off as a part of the overall marketing mix, but I am interested to check out your solution, Craig Conlee.
Steve Everhard
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Steve Everhard Advisor
All Things Startup
Haya I would interpret your results as broad targeting. Opening an email is a low commitment action - clicking on a link is potentially a higher commitment - you are at least signing up to view a website. If your 1.5% are high quality contacts then the question you have to ask is how to get more of these. Enticing more click-thru might not get you the quality of visitor you need as quality is much more valuable than quantity.

From an analysis of the 1.5% actions and dwell times on your site you could try refining your email message to promote this actions/interests more strongly. However, if the 1.5% visited your landing page for a couple of seconds and left then you have a bigger problem than response rates.
Haya Levine
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Haya Levine Entrepreneur
Independent Medical Practice Professional
Thanks all for your responses. Steve and Eric, is there any way I could get in touch with you? I'd appreciate the chance to pick your brains for 5 minutes over the phone.
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Entrepreneur
I would prefer personalized e-mails and try niche people for helping them to realize real people crafted something for their good.
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