Minimum Viable Product · Startups

How to measure results of an e-blast?

Haya Levine Independent Medical Practice Professional

August 31st, 2015

I sent an e-blast in order to test a hypothesis about a business idea and a target audience. The e-blast was opened at a rate of 31% but the link I included was only opened at a rate of 1.5%. How should I interpret that? My instinct is to say that I am on to a problem worth solving (because that was outlined in my subject line), but that people did not like my solution to the problem (that was featured in the body of my e-mail).  How would you read it?

Michael Boezi Writer, Strategist, Educator.

September 1st, 2015

1.5% is not at all unusual for an email campaign. You can get a higher CTR if you have an audience of "true fans," or a really good offer. But honestly, not too much higher than that. Your open rate is pretty good - depending on the industry, I expect to get anywhere between 17% to 40%. I think it's dangerous to make a determination about a product or strategy based on the results of one email campaign, though. There are way too many variables at play.

Eric Lannert Program Director at Digital Youth Network, DePaul University

September 1st, 2015

To validate your idea I would make a quick landing page for people to sign up to do customer interviews. Talk to people about the pain you are trying to solve and get their input. The conversion rate on that page is also helpful alongside your email data. 

Craig Conlee

August 31st, 2015

 And not to mention, unless notifications. "If there is an app" that measured the real conversations and is happening over social media, your campaigns would be (research in study) percentage over 1%. 

Check me out and what I am doing. 

Www.zealr.co
AngelList.co/Zealr 

Andrew Lockley

September 1st, 2015

Could be the style. Did it come across as spammy?

L. Marshall-Smith

September 1st, 2015

My experience with email over the last year has been just the opposite. My open rate is 10 to 15% but my click through rate is 35%.  I use email on and off as a part of the overall marketing mix, but I am interested to check out your solution, Craig Conlee. 

Craig Conlee

August 31st, 2015

Great question and perfect time to plug my start up. 
1%-4% is a common response rate. Anything higher is, well... I never heard of anything higher and especially, in the last few years, the percentage has gone down. Email is simply not effective. HBR, IDC, Forrester, and (I hforget the other) has a great white paper on this to support the numbers associated with email not being effective. And from my personal experience, I avoided email.  Decision makers get +200 plus emails per day. And not to mention,

Steve Everhard All Things Startup

September 1st, 2015

Haya I would interpret your results as broad targeting. Opening an email is a low commitment action - clicking on a link is potentially a higher commitment - you are at least signing up to view a website. If your 1.5% are high quality contacts then the question you have to ask is how to get more of these. Enticing more click-thru might not get you the quality of visitor you need as quality is much more valuable than quantity. 

 From an analysis of the 1.5% actions and dwell times on your site you could try refining your email message to promote this actions/interests more strongly. However, if the 1.5% visited your landing page for a couple of seconds and left then you have a bigger problem than response rates.

Haya Levine Independent Medical Practice Professional

September 2nd, 2015

Thanks all for your responses. Steve and Eric, is there any way I could get in touch with you? I'd appreciate the chance to pick your brains for 5 minutes over the phone. 

Anonymous

September 15th, 2015

I would prefer personalized e-mails and try niche people for helping them to realize real people crafted something for their good.