This client was struggling to bring value to their email subscribers/customers, and offer fatigue was setting in. Recipients were tired of opening emails and just being sold to over and over and OVER, never gaining any knowledge or value.
So, customers stopped opening their emails. At one point, previous to where we came in, open rates hit 19%
We came up with a simple yet tactical solution that gradually drove open rates to 60%
Value-driven emails. This brand was already creating weekly blog articles for their website readers to digest. They were a big hit but were only promoted on one channel, their website. So we turned the blog articles into emails. We were writing short, direct response paragraphs, pushing them onto the blog page on the website. Not only helping them learn more about the niche but indirectly exposing them to offers.
This brand already has tons of customers obsessed with the niche, so finding ways to deliver value through other channels is key to getting the sale.
We raised open rates from 19% to 60%, over a 6 month period and helped deeply nurture prospects/customers. This resulted in the brand being seen as an authority in their space since they became a source of information and value. We taught the customers how to use the product, partnered up with influencers on email content pieces, and ultimately reverse engineered the target consumer so that we could feed them relevant content that they would WANT to consume regarding the brand and niche. Getting more consistent eyes on weekly emails helps you stay top of mind, so that when your prospect is ready to buy, they will. Over a long enough time frame, the compounding long term effect of value emails will always outperform repetitive sales emails.
These blog emails were positively received. Customers grew to open our emails and, more importantly, click through our emails to read the full articles.
Customers got used to opening our emails to learn how to perfect their craft while indirectly being exposed to offers.
We raised open rates from 19% to 60%, over a 6 month period and helped deeply nurture prospects/customers. This resulted in the brand being seen as an authority in their space since they became a source of information and value. We taught the customers how to use the product, partnered up with influencers on email content pieces, and ultimately reverse engineered the target consumer so that we could feed them relevant content that they would WANT to consume regarding the brand and niche. Getting more consistent eyes on weekly emails helps you stay top of mind, so that when your prospect is ready to buy, they will. Over a long enough time frame, the compounding long term effect of value emails will always outperform repetitive sales emails.
