Skip to main content

Is the problem the list or the offers?


Forum|alt.badge.img+5
Ecommerce site, list primarily built via purchasers and non-buyer, product-related content blog organic visitors; emails sent vary funny and educational content/newsletters with text offers and visual offers:

45% open rate for buyers + 150 day engaged list, 0.52% clicks, $0 attributable sales last 30 days.

Is the problem the list or the offers? Seems to be a disconnect somewhere and I don’t want to guess wrong because of cognitive dissonance. Note: I WANT the problem to be the list-- because that won’t invalidate the 10,000 hours I’ve spent creating the offers and content. But what I want most is to make this business successful and let our employees keep the jobs that are becoming at risk because we can’t figure this conversion issue out.

I’m thinking maybe of investing some money in using content similar to that which subscribers will see-- to attract subscribers in the first place, who might have more accurate expectations about what they’ll see and read once they give our company their email address.

 

Did this topic or the replies in the thread help you find an answer to your question?

4 replies

Forum|alt.badge.img+31
  • Partner
  • 252 replies
  • January 14, 2025

Hello ​@ringscompany 

I think the high open rates mean that either the content or the offers in the emails just aren't hitting the mark for the customers. 

You might want to play around with your segmentation. Try sending offers to folks who haven’t made a purchase in a while, or target those who showed interest in certain products or categories.


Forum|alt.badge.img+5
  • Author
  • Contributor IV
  • 12 replies
  • January 14, 2025

I suspect you’re right ​@Maxbuzz it’s one or other that’s off the mark.

What would you or another pro need to see to make an educated guess as to which of the two options is the likely problem, though?

 


Forum|alt.badge.img+31
  • Partner
  • 252 replies
  • January 15, 2025

Hello ​@ringscompany 

When working with customers and analyzing data, I prioritize making informed, data-driven decisions rather than relying on assumptions. This approach helps us avoid recurring challenges.

In instances where data may be limited, I recommend segmenting users based on their website activity and purchasing behavior. From there, we can begin experimentation to determine the most effective strategies. Marketing is inherently about experimenting to identify what resonates and what does not; there is no one-size-fits-all solution.


Forum|alt.badge.img+5
  • Author
  • Contributor IV
  • 12 replies
  • January 15, 2025

Thanks for the reply, Maxbuzz.

Recurring challenges we already have!

Not to sound flippant but I’m most interested at this point in avoiding recurring charges-- like those charged by agencies who want a fat retainer and contractual agreement for 6-12 months but thus far in my experience won’t put into a service agreement any sort of promised action-completion milestones that are anywhere close to what was discussed with them during the client attraction phase. Personally, I’ve gone down the path with 4 of your colleagues and it seems to me that they are all WIMPS.

I wouldn’t say that there’s limited data. I’ve been sending tens of millions of emails to make money since 2003. This business I’m asking about has a shorter and smaller history of email marketing, but a consistent one since 2017 with lots of opens engagement but few sales attributable to Klaviyo or Mailchimp before that. But as I might not have mentioned, they’ve never attempted to attract potential prospects or customers to their email conversion efforts by using the same sort of marketing content prospects will see once they’ve handed over their email address. Personally, I think there may be a disconnect and would like to help them keep the email marketing methods they have put a lot of sweat and tears into over a decade...but give them better tools to work with by filling the funnel with people who would be more receptive to reading content and expecting information marketing techniques the company uses that are far outside what someone would typically expect from an ecom brand.

JI wouldn’t say we’re looking for a one-size-fits-all solution either...

Just a best guess from some people who have been under the hood of dozens or hundreds businesses and seen what works and what doesn’t for email marketing engines.