Invisible Email Messages - Can They See You?

PushSend · May 24, 2011

You mail your lists over and over, cultivating them for your openers/clickers. You send a myriad of messages and slowly, over time, you build up a nice list, export it and move on. Right? But what do you do with your now "dead data"? Do you file it away on your hard drive somewhere? Put it on an external HD so it'll never see the light of day again? Or do you give it a few good "last passes" just to see if there's anything left in it that you should know about?

Let's face it, we have no CLUE what is going through the minds of our recipients as they look at our offerings. And if your list has become stale, maybe it's you and not the list. Did you become "invisible" to them? Well, maybe so. So here's a few things that you could try before you shelf that data for good.

I read a book long ago about a murder that takes place in a neighborhood on a day when people were out in their yards, lots of people coming and going, yet no one saw a thing. They didnâ€™t notice any strange cars or people in the neighborhood. Nothing out of the ordinary stood out. It seemed almost impossible that not a single person saw the killer.

As the story evolved, we learned that the killer had actually been seen by almost everyone that day. A few had even talked to the killer. The culprit wasnâ€™t a neighbor or friendâ€”it was the mailman. You see, because the mailman was in the neighborhood almost every day, people forgot they ever saw him. He became part of the landscape, part of the everyday noise we mostly forget and thus became invisible.
Your email marketing message can have the same problem when it comes to the recipientâ€™s inbox and how they actually view your creative.

It seems with some Daily Deal email, the recipient can become blind to those email over time. There it is every day like clockwork, same time, and same template layout. It can become invisible after a while. Even if they open it, if the layout is consistently the same, the content can provide less of an impact. In essence it becomes invisible.

The same can happen to weekly or monthly email marketing newsletters.

So what can you do? Consider testing these points to your inactive/non-converting recipients:

Relevance: Are you delivering what they asked for?

Day and Time you send your email

Subject lines

Add/edit and test pre-header text and include link to desired Call-to-Action

Test new creative templates â€“ keeping your branding at the top for easy recognition

Review past sends for upticks in conversions and determine the reasons for why they performed so well

Test multiple preference center layouts and let the user choose their frequency

Review your segmentation rules and make sure you arenâ€™t over-segmenting for offers that might have more general appeal than you think

Consider more offers and calls-to-action (CTAs) per email

Consider less offers and CTAs per email

Change color, size and placement of CTAs

Survey your recipients and ask them what changes theyâ€™d like and be prepared to implement changes

Change location of Social Share icons and links

Testing any one of these points could give your email marketing a boost. Make sure to track the changes and tests so you know which worked. Keep testing as your list grows because your audience preferences will change over time depending on growth demographics.
Think outside the box and donâ€™t become invisible to your subscribers.
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source: InboxGroup.com

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Invisible Email Messages - Can They See You?

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