What’s the loyalty of your email marketing subscribers?
It is interesting to investigate how subscribers treat your email marketing over various editions. They may well click on the first edition they receive, but what do they do with subsequent editions?
Do they have one quick click and then fail to return, or do they continue to open and read subsequent e-mail messages? To find out, we must examine the degree of loyalty your subscribers show towards your ongoing e-mail messaging.
To measure subscriber loyalty, you need to look at the total number of subscribers that have clicked on any of your links, and then classify them according to whether or not they have clicked previously. Using this information, you will be able to gauge the percentage of your audience that are first-time clickers.
Now, depending on how much your list of subscribers has grown since your previous campaign, you should hope that around 50% of your audiences are repeat clickers.
Email marketing that is carried out too infrequently or lacks good content will achieve a far smaller percentage. In some cases I have seen repeat clicker percentages as low as 20%. Take some time to see how your figures stack up.
Message activity
Not only is it valuable to know who your loyal subscribers are, but also it is useful to understand how effective your messages have been in getting people to click in the first place.
While an email message may contain 10 or more hyperlinks, the vast majority of those who choose to click do so on just one link.
I put this down to the very limited amount of time your readers are prepared to spend on your message. Subscribers will skim-read your copy, choose the link that best interests them, and then click on it to read more.
They may intend coming back to your newsletter to look over other areas of interest, but chances are your message will slowly sink under a pile of incoming mail, and that one click will be all you will get.
Now that you know about this one click phenomenon, you can ensure that the one click you do get will be on your most important hyperlink by highlighting it in some way so that it stands out.
If you do this successfully you can transform it into what I see as the “Golden Hyperlink” as it carries a disproportionate amount of the click traffic.