December 7, 2021
Bounces >5%
Boing! Your list quality is funky with incorrect addresses, or your domain has been denied access to a server. Indications include:
- Tradeshow list
- Old list
- Affinity list from a broker instead of opt-in list
- A reputation for spammy content.
- Email is not expected and consistent.
Open Rate < 11%
You’ve got subject line syndrome. Do you have any of these symptoms?
- Too long (60+ characters)
- Spammy words that get blocked by servers
- Dull lines, like “Acme Newsletter Oct. 2021.”
- Unfocused copy about multiple benefits
While you’re poking around look for problems in the From and Sender info, like:
- The email doesn’t come from a real person (info@mycompany.com)
- A domain name that doesn’t match your company’s domain, e.g., bob@acme-email.com, and your company’s domain is biologisticsystems.com.
Effective Content
Smooth, flowing, and striking content improves click-thru and boosts the chance they’ll open your following email. Sickly content ailments include:- Lack of entertainment or information value
- Hype stuffing
- Copy that’s not written at appropriate reading level or style
- Canned or boring visuals
- Copy that sounds like a carnival barker, “while supplies last”
- Distracting links, like web navigation that don’t target the landing page
- No devices to help the reader like subheads, bulleted lists, or pull quotes
- Missing privacy statement, company name, or address
Click thru Rate > 3%
Diagnosing a low click-thru rate is like a doctor checking your cough. It could be anything from the common cold to a hairball. Here are a few places to start.
- A/B test offers
- A/B test button shapes and colors
- A/B test new design options
- Change time of day, day of week
- Make sure the call to action is above the fold
- The trustworthiness of the sender
Conversions on Landing Page > 1%
Your blood pressure’s spiking because not enough visitors are clicking. It’s time for an intervention.
- Remove all extraneous links from your page
- Check the landing page bounce rate in web analytics
- Make sure the offer and call to action are above the fold
- Trim forms with more than 2 or 3 fields
- Eliminate open-ended questions
- Experiment with text inside the submit button
- Give support for your claim with testimonials
- Make sure there’s a privacy statement under the submit button