Last week I had a bit of a brain freeze and forgot to send out the email notifying everyone of the new 5 Minute Marketing Tip video.
Oops! But it gave me the chance to try a little experiment the next day.
One of the key methods to increase the open rates of your emails, clicks through to your articles and reading past the headline on your sales pages is to build curiosity. Remember Gary Bencivenga's formula: Interest = Benefits x Curiosity.
So I tested a straightforward subject line of “Get more engagement and interest from your customers and prospects” against a pure curiosity subject line of “Sorry – meant to send this yesterday :(“. Other than subject lines the emails were identical.
The aim of the first subject line is to get people to open the email because they know the benefit they'll get from it. The aim of the second subject line is to get people to open the email to find out what on earth I meant to send them yesterday, and perhaps why I didn't.
The results: the email with the plain subject line had an open rate of 32.3%, the email with the curiosity based subject line had an open rate of 36.7%. That's a 13% increase at 99.9% significance.
But more importantly the click through rate to the video was 5.4% for the plain subject line and 6.5% for the curiosity based subject line (a 21% increase with 95% significance). That indicates that not only did more people open the email to find out what I'd meant to send them, that increased number of opens didn't fizzle out when it came to taking action, they were motivated enough to click through to the video.
Now you can't make a mistake with every email or article and use a “sorry” type subject line or headline every time. It would wear pretty thin (not to mention being a bit dishonest if you were deliberately making mistakes).
But luckily there are many ways to harness curiosity in your emails, articles, sales pages and other marketing. And in this week's 5 Minute Marketing Tip video I share 7 powerful strategies you can use to harness curiosity.
Lots of people claim you can't build strong relationships online.
Some of the very best business relationships I have started off and progressed significantly before we ever spoke or met face to face.
Now, of course, relationship building online isn't easy, especially if you're trying to do it through a “mass” medium like email marketing. But it can be done. Here are some strategies for building strong relationships online that you can put into place immediately.
I saw a presentation recently about “how to be a thought leader”. Like all presentations there were some thing I liked, and some things I didn't. But there was one thing that got me really worked up: advice that I hear repeated again and again that I think is misguided and will take you down the wrong path if you want to be a thought leader.
In this week's video I highlight the big mistake that often gets recommended, and more importantly, tell you what to do instead if you want to become a real thought leader. Click here to watch the video »
In last week's video I talked about the psychology of reconnecting with some of your best old contacts that you've slipped out of touch with, and I gave you a simple strategy for reconnecting based on using LinkedIn and getting in touch by sharing valuable content.
In this weeks video I share 2 powerful techniques that can work just as well, or even better, for reconnecting and adding value at the same time. Watch this week's 5 minute marketing tip to find out what they are and how to use them. Click here to watch the video »