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Posted by: Roberta AT 11:42 am   |  Permalink   |  Email


Email Marketing Done Right - We've been lied to - It's not all about the "Open",...initially

Toyota & GMC; Preferred Vendor- Marketing & Eccomerce

What emails yield the highest open rates, and which are relevant to your campaigns success? 
Let's begin by addressing the "Open".
It's not enough to get the email solicitation (for lack of a better word... perhaps informational piece? Nah.. we all know it's a solicitation... 

Any email deployment company can promise high open rates, but if they aren't opening the message for the right reason it will yield limited results. We have tested this time and again. 

Example Market Test: 

We deploy an email campaign with the subject line: "What do you think of Candi's new Bikini?", and yield an impressive 15% track-able open rate. Not bad ... if that's my only goal... We'll call that subject line "A". 

We launch another email to the same business prospect list, this time with the subject line "B"; "Dealers add profit with Security System Installs". "B" yields a mere 2.5% open rate... but wait...

Now you may think the first subject line is the way to go, however let me share further results...

Test Subject line "A" received 5 click-throughs to the landing page with further details and order options.

Test Subject line "B" received 200 click-throughs to the landing page with further details and order options 

The question is.. what are we trying to sell? Security Systems? or "Pictures of girls in Bikinis"...
Which yielded the best return?.... 

The fact is, "it's not all about open rates"... It's about relevancy. Now.., what could we do with the contact records of those who "Opened" our email based on a relevant Subject Line?.... We now know they are in the market or have a need or interest in what we have to offer, based on the fact that they opened, our relevant subject line... and what could we do with the contact records... the knowledge of which business prospect took further action; i.e. clicked through, based on that 'relevant" subject line?

This leads me to the final word in my headline...'initially"... Once an email is opened based on a relevant subject line....action was taken (click through), the highest yielding "OPEN", on an outbound email marketing lead generating initiative is the "follow-up" email to those recipients who opened and read your initial email based on a relevant subject line. We've seen anywhere from 35% clear up to 65% open rates on follow up letters... Now how could this change your prospecting efforts?

Our Blog
Special Finance Insider Insights
June 11, 2008
In This Issue
Bankruptcies Big in First 5 Months of '08
The Westlake Waterfall
Comparing Average Gross Profits
Ensuring Quicker Funding
Bankruptcies Big in First 5 Months of '08
The first quarter of 2008 was a busy one in all bankruptcy court districts. According the American Bankruptcy Institute (ABI), "The total number of U.S. bankruptcies filed during the first three months of 2008 ... Continue Reading
The Westlake Waterfall 
Like many finance companies, Westlake has a full spectrum of products available. To read in-depth information on their programs,  click here.


Comparing Average Gross Profits
How do your average SF total-deal gross profits in May 2008 compare to your average SF total-deal gross profits in February 2008.
  • Up $250 or more per deal
  • Up slightly                
  • About the same
  • Down slightly
  • Down significantly
  • Down horrifically

Click here to submit your answer

Ensuring Quicker Funding
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To ensure quicker funding is to maintain a deal checklist system. No, this isn't the funding checklist most every lender has. We have actually put it into place with every retail deal we contract - including conventional.

There are two checklists. One for the salesperson, and one for the finance office.  Continue Reading
Greg Goebel
Special Finance Insider