How bad is this outbound email result

14 replies
Our marketing group sent out an email to roughly 3,000 contacts from a list that we have developed over the years and got 4% Opens, two clicks, and 96% Neithers. How bad is this result and what percent of of neither opens or clicks would be considered reasonable in this day and age?
#bad #email #outbound #result
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  • Profile picture of the author ferdystrategy
    Both of open or click are healthy with 20%.
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  • Profile picture of the author palmtreelife
    4% opens suggests it's a cold list, a poor subject line or your emails were filtered to spam. What kind of email was it? How relatable was the email for those 3000 contacts? Do the contacts all share a common interest - did that email subject line trigger that interest?

    It's tough to dissect the problem when we don't know many details about the list, the subject line, the content, frequency of emails etc.
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  • Profile picture of the author sendizo
    Along with what Mr.palmtreelife said... Maybe those 96% did not get to see your email. there is a chance your message got filtered and went to Junk folder..
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    • Profile picture of the author badmarketer
      That is my primary concern. Any idea how to figure out if this is the problem and if it is, is there really any solution?
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  • Profile picture of the author badmarketer
    Many thanks for the replies. We are using 3 lists with similar results. The results posted are from a generic list of mid-sized business in NYC purchased from an unknown source. Yes, this is a bad list and has the greatest number of Neithers. However, I built a pretty good list using data.com (now salesforce.com) that aligned contacts based on job titles and department with our solution with similar results (no clicks but ~87-90% Neithers). One possible issue is that we provide IT services and target IT managers that probably by their nature use pretty good SPAM tools.

    I do not think the issue is the subject line as we have played with it quite a bit. My conclusion is the problem is either with our email provider iContact or simply outbound email marketing no longer works unless the list is meticulously built internally. Thoughts?
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    • Profile picture of the author palmtreelife
      I'm still not convinced on buying a generic list of emails and turning it into a group of passionate buyers. I'm sure people have succeeded doing so in here, but I wonder how many do it on a regular basis. It just doesn't make sense to me. It seems so much more difficult to convince someone to become a fan and buy from you when they never had an interest in the first place. Compare that with building an email list the traditional way and ensuring all emails acquired at least have an interest in what you're doing because they were given to you voluntarily. It seems much easier to convert the traditional way, no?
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      • Profile picture of the author badmarketer
        Completely agree. However, you got to build the good list somehow. Using adwords and with useful content is clearly the best way. But it is slow and expensive. Using email is cheap and quick if you can figure out how to make it work. Unfortunately we cannot.
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  • Profile picture of the author DIABL0
    I've been marketing using cold email for over 18 years and it still works.

    How old is the data?
    Do you know the domain breakdown of the list?
    Did you do any inbox placement testing before sending?
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    • Profile picture of the author palmtreelife
      Hey Diablo,

      I've seen you talk about your cold emailing success in other threads, and you provide great advice for making it work. Can you clarify for me (and maybe OP) your definition of a cold email? Are you making your list through an opt-in? Lead magnet? Trip wire? Or are you buying lists?

      I've never heard of people having much success with purchased lists...a generic one at that as the OP has done here.

      Thanks in advance.

      Mark
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      • Profile picture of the author DIABL0
        Originally Posted by palmtreelife View Post

        Hey Diablo,

        I've seen you talk about your cold emailing success in other threads, and you provide great advice for making it work. Can you clarify for me (and maybe OP) your definition of a cold email? Are you making your list through an opt-in? Lead magnet? Trip wire? Or are you buying lists?

        I've never heard of people having much success with purchased lists...a generic one at that as the OP has done here.

        Thanks in advance.

        Mark
        I buy data. However, I buy what is called 3rd party data. Which are leads that are targeted to a specific vertical and the users have given permission to receive messages from third parties.

        Also, I mainly generate B2C leads...no credit card / purchase required. Users just have to fill out a form for the offer to convert. So for example, I will get data of users interested in life insurance and send them a relevant life insurance offer. I also promote a small number of straight purchase offers, however, I typically do it on the backend. For example, Mothers Day is coming up, so promoting an offer to send flowers typically does really well.

        Sounds simple on the surface, but there is much more to it.

        What the OP is doing is B2B. I've haven't done a lot of it, but I know guys that do extremely well with it.
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        • Profile picture of the author palmtreelife
          That's very interesting because it means your business is always changing. You're selling/offering so many different things depending on who is presented to you. It forces you to learn about many different niches. I can't imagine many people doing what you do, which is great for you.

          However, you're competing against, for example, those who are 100% focused on selling life insurance, and sending flowers on Mother's Day. You're walking into these arenas with no relationships, competing against those who have relationships with their lists, and still making it work. Very impressive!
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        • Profile picture of the author badmarketer
          Actually we do IT B2B. I think you may know this and your message was simply a typo. Either way, good advice and your method should work in my world if I could buy the right data or partner with someone that has it. Unfortunately where I am now budget is tight and the obvious partnerships are expensive (ie Channel Partners). Thank you again.
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          • Profile picture of the author DIABL0
            Originally Posted by badmarketer View Post

            Actually we do IT B2B. I think you may know this and your message was simply a typo. Either way, good advice and your method should work in my world if I could buy the right data or partner with someone that has it. Unfortunately where I am now budget is tight and the obvious partnerships are expensive (ie Channel Partners). Thank you again.
            Yes, it was a typo...fixed.
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            How to Build LARGE EMAIL LISTS on a Budget and MONETIZE Like a PRO
            18 Years Exp . . . . . . . . . . . . Email - CPA - PPL
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            • Profile picture of the author badmarketer
              Do you send emails using your own domain or do you use a 3rd party email provider and if so, which one?
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