Thu, 27 January 2011, 12:39 pm
Today I paused just a second to check on the effects of some of our email marketing. First, I stopped to applaud ourselves for converting a registrant for a webinar that we are sponsoring. It was someone who didn’t register the first time we sent the email subject to the outside list, but did respond the second time we sent the exact same email.
Converting from an Outside List
I must admit I was skeptical when the only thing we changed in the invitation was the Subject Line. No content change whatsoever. This was to an outside list that we purchased from a vendor called Accuity. To date we have found that response from outside lists that we pay for has been poor. No surprise there, right? It’s not like the people asked for more spam. Of course, the hope always is that you can provide people in a highly targeted audience something of value that they want to interact with.
So, I opened up our Silverpop EngageB2B system to have a look. Sure enough, the first time we sent email to the list with a subject line of Basel II & III: Are You Prepared?, this busy financial executive, didn’t even open it. 1 week later, when we sent the exact same email with a different subject line (Basel Webinar – Earn 2 Free CPEs!) that catered more toward earning professional certification credits, the person opened the email and registered for the webinar.
What we never know, of course is whether the person converted because of a better subject line, or because we sent the email on the right day at the right time.
Causing an Unsubscribe
For some reason, I also noticed today that our Silverpop system not only tracks unsubscribes, but gathers comments from people as they do so. I took a look at the report and figured anyone who bothered to comment, must have been really aggravated. So I saw this comment on the report:
I looked at the user’s Activity Insight and easily spotted why the user unsubscribed. We sent 4 emails over a one month span regarding the same IT Project Management webinar, varying only the subject line. The last email put him over the top, and caused him to unsubscribe.
I would have to agree with his assessment, that we spammed him especially if he wasn’t a good target for the content. This whole inquiry leaves me wondering more about human behavior and email marketing. On the one hand, repetition is good, because he finally took the time to open the email. However, the end result was not so good, because we’ve lost the privilege to send email to him again. I don’t feel good at all about badgering someone to the point of an unsubscribe. Yet, as an e-mail marketer I know that it’s all part of the game.