If you received a message from a relationship company you knew – which one of these tweets would you be most likely to react to –
Seven First Date Mistakes OR Drinks & Appetizers on Us
Not surprisingly more than 70% of respondents wanted to know about the first date mistakes.
Of the 30% that responded to the free drinks & appetizers, 90% of those that clicked on the link provided their information for the free deal, yet less than 10% of those who provided information were responsive to the follow up campaign.
By contrast, more than 60% of those who responded to the first date mistakes provided information about themselves and more than half of those who provided this information were responsive to a follow up campaign.
A few lessons for marketers. You need to leverage intrigue effectively – ask a question that is related to what your organization does and try to get people to respond to the information in stages. Go back and forth and try to keep it engaging. Another key thing to do is to keep testing your messages with different headers to see which header elicits more interest.
You can always engage people by asking them to vote on Twitter or Facebook about tomorrow’s’ Subject Line via Email. By doing this you are accomplishing three things – first – you are getting your fans involved in the process, second – you are getting them interested to come see what subject line won the next day (this could lead them to see the offer and perhaps buy), third – by getting your fans involved you are actually testing out the best possible subject lines for your campaigns – free research, free feedback, real feedback from the right people that matter.
One key consideration here is that this is a very simple way to bring together both email and your social media channels. The feedback you can get from involved fans is tremendous. Take a look at their recommendations on what else this company could try –
Drinks, Appetizers, & First Date Tips
11 New Year Resolutions for Solid Relationships
Why Bridgett dumped Max?
Testing out offers is vital and marketers need to continue to seek opportunities to conduct tests. In addition to you coming up with your own tests, get your team involved, and yes keep your fans engaged. They are part of your family and will drive long term success of your brand.
