Marketing Director at Conosco
14 May 2009 12:22pm
I run the marketing for a technology company and to date
we have been mailing about 5,000 prospects harvested/cobbled together
from various sources with HTML and text email offers.
deliver these email blasts through Netsuite our CRM system. We seem to
get a reported 12'ish% opening rate and a 0.4% response rate (although
this includes 'out of office' and 'opt outs' so in essence we get very
How much will I have to pay to get a specialist
email marketing company to mail a new data selection (sme's in London)
with our email to see whether it is our data or our system that is
producing the poor response?
Any ideas anyone?
E-Business Consultant at Dan Barker
15 May 2009 17:56pm
hi, Mark, how are you?
12% doesn't sound bad for 'harvested
prospects', depending on how they've been harvested. the 'response rate' does seem low though (i'm counting that
as 20 people from 600 openers, if your 0.4% refers to the whole list?). It also sounds
like when you're talking about 'responses' you're referring to actual reply emails.
those assumptions, it feels like either your offers aren't great, your
creative isn't great, or your prospects have no interest.
here's an idea for you that will firstly validate whether your results are as bad as your current system is telling you & secondly will allow you to try out a few different creative approaches & compare them to see whether that's the problem:
Hopefully that's of some use or may spark some ideas.
If it's any additional interest, I see you work for an IT service org. I used to manage
emarketing for a fortune 500 IT co, sending out around 70 mass emails
a month. If you'd like a proper chat feel free to get in touch (email is: d at brkr dot org).
Managing Director at Digital Gearbox
09 June 2009 19:25pm
Dan's got some great tips there, and hopefully I can add some more!
Another fairly cheap tool you could try is constantcontact - they have great deliverability. And deliverability is key to getting your emails into the inbox and therefore read. If you're sending from your own system you might be experiencing some deliverability issues - this could explain the low-ish open rate you're getting. (along with content, subject lines, interesting messages, data quality etc etc)
With a list of 5k emails you've not got enough data to do a reliable split test - testing different content / subject lines etc. Not that that means you shouldn't do it - just that you should only believe very starkly different results to be meaningful. If A has a response of 10% and B 12% I'd ignore it at those volume levels, but 10% versus 50% would be worth believing!
Cold emailing can work in the B2B environment - but I wouldn't send those lists from your own system. Most suppliers will manage the send for you anyway. 2 to try would be:
Hope some of this works for you!
If you want to chat any of it through you can get hold of me here:
chloe at indiumwm dot com
01865 339 470
Indium Web Management
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