Principles Applied: Data and Email (It's not dead)
Level 2...DIYer
Future Guardian,
Part of the new marketing and advertising section of the Guardian Academy will simply be publishing real-time data from our companies, partners and Guardians.
We’re kicking that off today with an “over the shoulder” look.
A couple weeks ago, we helped Laurel Portie kick off a five day free training. Then, the recording were archived as an “evergreen” version.
The Landing Page:
(2024withlaurel.com)
The landing page is simple. We find that trying to get cute or creative with copy can be more a distraction than anything.
Opt-Ins:
1,011 opt-ins. This is entirely organic, so Laurel did no pay for the leads. Laurel just turned on a little bit of paid traffic, so we will be able to provide/publish that a data later.
Here’s the magic (and it’s super simple):
Email #1 Open Rates:
88.5% of emails were opened, 57.5% clicked and 28.2% replied. Obviously, email is NOT dead. But… it also can’t be done without thought.
How and Why Email Open Rates and Engagement are so high:
Like we said, super simple.
It starts with the confirmation page:
First, the ONLY way you can get the thing you want is to go dig it out of your email.
Second, they were told the subject line and who the email was from so they could go search for it and open it immediately. Even if it ended up in spam or an “other” folder, they were told exactly how to find it.
Third, they sequence was set up so that you only get the second email if you open the first. You only get the third if you open the second, and so on. After setting it up, it’s made explicit on the page:
“…go and find it in your inbox and OPEN IT.
If you do not OPEN IT, you will NOT get the next email with all of the replays, resources and bonuses.”
And that’s it.
Little things, but important things.
The more emails that get opened, engaged with and replied to, the higher probability of good deliverability later on. In this case, the email is not selling anything so it’s not a “make more money now” thing, it’s is a version of protecting the golden goose - email deliverability. (That’s also why it doesn’t send emails unless the previous one was opened)
Key principle:Allegiance Capital
You can learn allegiance capital in the five day training above or a version of it here.
Simple landing page
Reason to go open email as soon as possible on the confirmation page
Make it easy to find the email by telling them the subject line and the address it came from
More Interesting Data
The first email in the sequence gets an 88.5% open rate.
The open rate and engagement on the second email in a sequence is typically a byproduct of what the first one said to or did for them. We would expect to see open rates lower with each email as people get busy, distracted, etc.
Here’s the stats for email #2 in the sequence:
Again, the evidence suggests email is NOT dead, as long as it’s thoughtful.
Hypothesis:
Our hypothesis is that the open rates will decrease with paid traffic. 88% is absurdly high and we would expect a regression toward the industry average. However, we also expect the open rates to stay well above industry average.
If you want the published results straight to you inbox, subscribe to marketing and advertising section of this newsletter.
If not, don’t =)
In the meantime, go through your communications and look for little hinges that can swing much bigger doors.
The strategies above are derived from TGA principles including, but not limited to:
Scientific Orientation > Dogmatic Orientation (The Adaptive Dilemma1)
Stealth Influence
Allegiance Capital
Micro-Stepping
How to learn more about marketing and advertising using TGA principles:
Live to learn. Give to Earn.
Guardian Academy
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