Lies, Open Rates, Click-thru Rates, Conversion Statistics
partners and clients is how many clicks or sales can
I generate in a campaign... and how much money should
we expect to make.
They think that it's simply a matter of totaling up
the reported subscriber database of everyone
participating, multiplying it by some "avergage"
conversion rate, and multiplying that by some
"average" transaction size, and you know with a high
degree of certaintly how much money you're going to
make.
My observation has been:
- Many people who tell you that they will mail for
you will, but only to some old list that they
haven't touched in eons... so you see clicks but
they are often useless :-)
- Many other report a MUCH higher click-thru
and conversion rate that I'm seeing.
- Many who give you conversion statistics don't
mention that this was to a very tiny list of their
best customers... or some number that they just
made up.
- Many grossly exaggerate the size of their list,
beliving that this is better than providing others
with an accurate number that also lets them
accurately interpret the results.
- Many people seem to think of Facebook friends,
Twitter followers, etc., as "subscribers" when
those people usually haven't subscribed to
ANYTHING.
So one of the questions that I'm actually left
wondering is "What kind of click-thru rates
are internet marketers actually seeing. I see
numbers all over the place, but most of them
are fairly low :-)
I'm actually doing a mailing to nearly 900,000
tomorrow... yes, the same email to a double
opt-in list of 900,000 so that should be
interesting... yet the fact is that I have
no real idea what type of response to expect.
So, I'll actually have some statistically
significant data.
Since email rates are down, I also think that
we should be incorporating other tactics in
our marketing such as text messaging, sending
video emails, and even direct mail. All of
those will give you a much higher response than
just straight email in my testing.
I was going to ask what response rates you guys
are seeing... and I still will, but also
realize that it will differ based upon the offer,
your relationship with the list, and how that
list was built.
Still, I think that it's a topic worth
discussing given that many of us here, earn
a living selling things online... and email
drives a lot of those sales.
Willie
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