10X

The industry average click through rate is between 1.5% - 3.5%.  Meaning that of the 30% - 40% of the recipients who open the email, between 5% - 10% take the next step and click on the link within the email (the call to action).

 https://mailchimp.com/resources/email-marketing-benchmarks/

 https://blog.hubspot.com/sales/average-email-open-rate-benchmark

 We recently ran an email campaign that was sent to 1,026 scientists of which 338 went to our client’s website.  A 33% click through rate!  How were we able to execute a campaign that was between 10X – 20X better than the industry average?

 1)      Luck. Sometimes the stars just line up.

 2)      Team effort.  Specifically different opinions on who to send to, the message, and the CTA and by leveraging each other’s expertise and experience, we collectively produced a great campaign.

 3)      Kept it short.  I thought my original content was great.  It maybe needed a tweak or two.  In the end, the email we sent was over 50% shorter than the one I originally created. In addition to having other people review the material, I also know that I need to constantly push myself to prioritize what I need to say and to say it in fewer words given fragmented attention spans.

 4)      Simple message with a problem / solution / benefit orientation.  Our client offered software that made it radically easier to parallelize complex calculations in the Cloud.  Save time, save money, reduce complexity, and spend your day doing science versus Cloud infrastructure operations.

 5)      The most important (IMO) – target as small of a vertical as possible. Our client’s software could be used across many types of users performing complex analyses. But by leveraging our Funnel Framework ™, we showed our client that targeting the subset of potential users where our competitive positioning was strongest was going to yield better results than targeting all possible recipients who could potentially derive value. 

The results – 10X!  If you want to learn more about how we help our clients with GTM and grow sales, please contact us (scott@openactions.com).