The 60 Percent Open Rate
Organic leads are the best leads. So you need to treat them right.
If it’s a problem, find a solution. In our email marketing programs, my problem was timing. I worked hard to maximize the number of organic signups to constantly refresh our email database, but in a rigid monthly editorial cycle, I felt like the potential customers who signed up early in our calendar month were being neglected. For some, they wouldn’t hear from us for the first time until 30 days had elapsed. The solution? I devised a special ‘Welcome Kit’ for new signups, timed to automatically send 24 hours following their first contact.
I’m continually amazed by the performance of this little ‘kit’ which is designed to highlight the most popular sections of our site based on analytics. It is opened by 60% of those who receive it each and every day. Even more astonishing is it garners a 35% click through rate for each of those days. I’m not even going to to mention the multiple clicks from each email.
Travelers are increasingly making their travel decisions within narrower and narrower windows. This little ‘kit’ gets me out in front of these folks in a timely fashion.