Monday, July 18, 2011

Quantity or Quality? Do e-mail campaigns have to be large to be effective?

I have been conducting a number of e-mail campaigns lately and have uncovered some interesting facts. More is not necessarily better. Many campaigns have been running in the 100,000+ e-mails sent range, with about a 28% open rate and 1,300 click throughs. Yet, two recent campaigns were under 50,000 emails (one was under 6,000) and they acheived 1,560 click throughs (on 50,000 sent) and the other 1,200 click throughs (on 5,890 sent). Other campaigns with 180,000 e-mails sent got about the same number of click throughs.

In analyzing the difference between the large versus small campaigns the results can be explained in one way. Targeting! Both of the small mailings were for very targeted programs in a VERY specific geographic area. The name recognition of the school, combined with simple, uncomplicated design and copy allowed the recipient to:

1) Identify quickly that this was an institution with name recognition
2) Was in their target area of interests.
3) Was worth looking into more deeply for more information.

Each of these programs, received 100% of their click throughs for follow up. I will be checking with my clients to see what their conversion rate may be. However, in the meantime, e-mail marketing can deliver large numbers of prospects to your door. People waiting to complete their degree, or advance their degree. Will you get them to attend YOUR school? Or will another school win their business?

For more information, contact:
David Fant
Market Mapping plus LLC