50% Click-Through Rates? Yes, You Can!
You'd think that to get half of your subscribers to click through, you might have to give away a million dollars every month.
Publishers Clearing House (PCH) actually does give away millions of dollars, but that wasn't enough on its own to earn a significantly higher-than-average response rate on its email promotions.
However, by managing data and segmentation, and finding the customer sweet spot, PCH has been able to consistently earn approximately 40% click-through rates. (Yes, click-through rates, and that is a percent of sent volume, not of opens.)
The good news is that even if you don't give away money in large piles, you can still do what PCH did to earn incredible lift on your email-marketing response rates.
It's simple: If you want superior response rates, you have to provide a superior subscriber experience. And that means…
- Keeping your file clean. Source data well, and clear out dead wood early and often.
- Watching frequency.
- Improving the content and relevancy through segmentation and content management.
- Responding to subscriber behavior, as well as self-selected preferences.
"We thought we were doing OK segmentation before, but we knew that we were not synergizing channels as much as we could nor really listening to customer data," says PCH Senior Director Sal Tripi. "So, we made a big investment, and we targeted not just the offers, but at the customer level. We saw a pretty immediate 15%–20% lift in click-through rates."
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Stephanie Miller is vice-president of market development for Return Path, Inc. (www.returnpath.net). Reach her via Twitter (@StephanieSAM) or stephanie.miller@returnpath.net.
