Don’t Get Spooked by Email Non-Openers: Scare Up New Home Buyers
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Having email layouts with gorgeous imagery of gated communities and property listings only help your marketing efforts if your emails reach the inbox — that’s why email collection and list hygiene best practices are absolutely vital for achieving deliverability success in real estate marketing. More so in retirement real estate, when a subscriber’s lifecycle stage moves very rapidly from a “lead” to a “disengaged contact” once their one-time, end-of-life purchase is made. Join ideal-LIVING Magazine Web Director, David Heck, and his iContact Strategic Advisor, Steven Rausch, as they boost your “spirits” by sharing some of the same recommended actions they took to lift the magazine’s open rates by more than 12x with more than 20,000 community engagements per month. On this free webinar, you’ll learn how to let unengaged leads R.I.P., as you: • Scare up new email subscribers using signup forms and events • Create emails and landing pages that scream for attention • Break out of your comfort zone by trying list segmentation • Wake the dead with winning subject lines, CTAs, and preheader teasers … And many more tips, tricks and treats!
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Don’t Get Spooked by Email Non-Openers: Scare Up New Home Buyers
- 1. DON’T GET SPOOKED BY EMAIL NON-OPENERS SCARE UP NEW EMAIL HOMEBUYERS David Heck Web Director Steven Rausch Strategic Advisor Wednesday, October 31 2:00 – 2:45 PM EDT William Weinel Web Developer
- 2. BEFORE WE START… AUDIO ISSUES? Let us know by typing a message into the question box. QUESTIONS? Questions will be addressed during Q&A in the order received. WANT THE RECORDING? We’ll send a link to your email address within 2-3 business days.
- 3. David has a range of roles as Director of Web Development at ideal-LIVING.com. For over 25 years, David has used his skills to help project teams be successful following User-Focused methods that address business needs. His experience has helped him become a creative problem solver and move beyond limiting questions. David has strong interpersonal and communication skills in working with a wide range of personnel at all levels to gain valuable insight, avoid potential problems, and facilitate the timely completion of projects. William Weinel Web Developer Will is a Web Developer at ideal-LIVING.com who creates and designs emails as well as manages ideal-LIVING.com. Will helps develop new email content to engage homebuyers and help them discover their ideal place. He is an integral part of ideal- LIVING's web team and quickly adapted to the fast pace environment right out of college lending knowledge and expertise with various coding solutions. With the help of iContact, Will has become a seasoned email marketing specialist. David Heck Web Director
- 4. Steven Rausch Strategic Advisor Steven has been with iContact for over 4 years and works closely with clients on subscriber acquisition, list hygiene and re-engagement, and inboxing and deliverability. Steven loves building relationships with his clients and helping with deep product adoption.
- 5. Agenda Learn how to let unengaged leads rest in peace as you: Send based on personalized engagement vs. “spray and pray” The perils of non-openers and what those are Follow these 3 steps for a long-term non-opener strategy Case Study: How RPI Media 12x their email opens!
- 6. 22.5%of your list naturally decays each year
- 7. If you do nothing but send email… …more than half of your list will go dark after 3 years…
- 8. If you do nothing but send email… …more than half of your list will go dark after 3 years… Non-openers
- 9. What are non-openers? Subscribers who don’t open any of your mail over a significant amount of time.
- 10. What are non-openers? Subscribers who don’t open any of your mail over a significant amount of time. are a daily sender, consider 30-day non- openers send once or twice a week, consider 90-day to 6-month non- openers send once or twice a month, consider 6-month to 1-year non- openers What should YOU consider to be a non-opener? If you…
- 11. Why are non-openers dangerous? People who don’t open your email don’t want it. And when you send email to people who don’t want it, you’re sending SPAM.
- 12. Why are non-openers dangerous? ISPsYour email Your subscriber’s inbox
- 13. The solution is engagement-based sending ISPsYour email Your subscriber’s inbox
- 14. Why are non-openers dangerous? People who don’t open your email don’t want it. And when you send email to people who don’t want it, you’re sending SPAM. What can you do TODAY? AUTOMATION
- 15. Why are non-openers dangerous? People who don’t open your email don’t want it. And when you send email to people who don’t want it, you’re sending SPAM. A better, long-term strategy IDENTIFY & SEGMENT REDUCE SENDING FREQUENCY RE-ENGAGE OR PURGE
- 16. Why are non-openers dangerous? People who don’t open your email don’t want it. And when you send email to people who don’t want it, you’re sending SPAM. IDENTIFY & SEGMENT
- 17. Why are non-openers dangerous? People who don’t open your email don’t want it. And when you send email to people who don’t want it, you’re sending SPAM.REDUCE SENDING REQUENCY
- 18. Why are non-openers dangerous? People who don’t open your email don’t want it. And when you send email to people who don’t want it, you’re sending SPAM. RE-ENGAGE OR PURGE
- 23. What it looks like in practice Most important email goes to everyone 1st Send 2nd Send Less important goes to most engaged Automated follow-up Automated follow-up
- 24. If you’re not spending at least as much time evaluating your sends as you are creating them, you’re missing the big picture.
- 25. An Unexpected (But Predictable) Result You end up reaching more people by isolating, suppressing, re-engaging, and purging non-openers.
- 26. QUESTIONS?
- 27. HAPPY HALLOWEEN!
Editor's Notes
- David has a range of roles as Director of Web Development at ideal-LIVING.com. For over 25 years, David has used his skills to help project teams be successful following User-Focused methods that address business needs. His experience has helped him become a creative problem solver and move beyond limiting questions. David has strong interpersonal and communication skills in working with a wide range of personnel at all levels to gain valuable insight, avoid potential problems, and facilitate the timely completion of projects.
- Steven has been with iContact for over 3 years and works closely with clients on brand awareness and positioning, landing page and form conversions, subscriber acquisition practices, copywriting, segmentation, lead nurturing, list hygiene and re-engagement, inboxing and deliverability. Steven loves building relationships with his clients, managing cumulative experiences across multiple touch points, aiding deep product adoption, reducing churn, maximizing CLV .
- 22.5% 22.5% of your list naturally decays each year If you do nothing but send email, more than half of your list will go dark after 3 years We call those people non-openers Whether their email address changes or they simply lose interest in your mail, they’re not opening your email Continued sending to these people will cause you nothing but trouble
- 22.5% 22.5% of your list naturally decays each year If you do nothing but send email, more than half of your list will go dark after 3 years We call those people non-openers Whether their email address changes or they simply lose interest in your mail, they’re not opening your email Continued sending to these people will cause you nothing but trouble
- 22.5% 22.5% of your list naturally decays each year If you do nothing but send email, more than half of your list will go dark after 3 years We call those people non-openers Whether their email address changes or they simply lose interest in your mail, they’re not opening your email Continued sending to these people will cause you nothing but trouble
- What are non-openers? Non-openers are subscribers who don’t open any of your mail over a significant amount of time If you’re a daily sender, consider 30-day non-openers; if you send once or twice a week, consider 90-day to 6-month non-openers; if you send once or twice a month, consider 6-month to 1-year non-openers
- What are non-openers? Non-openers are subscribers who don’t open any of your mail over a significant amount of time If you’re a daily sender, consider 30-day non-openers; if you send once or twice a week, consider 90-day to 6-month non-openers; if you send once or twice a month, consider 6-month to 1-year non-openers
- Why are non-openers dangerous? The simplest answer is: People who don’t open your email don’t want it and when you send email to people who don’t want it, you’re sending spam The more email you deliver to someone’s spam folder, the more damage you do to your reputation You have access standard metrics like opens and clicks, so you know who is engaging with your email and who is not Continued sending to non-openers demonstrates to ISPs a lack of care on your part as a sender, it demonstrates that you’re not fostering engagement The ISPs will act to protect their users’ inboxes from your mail This in turn hurts the deliverability of all your mail, including hurting the deliverability of the contacts who want to receive your messages In other words, if you never address non-openers, your email is more likely to be filtered into the junk folder – even for those who regularly open your mail! DAVID: The ISPs are the missing component – they’re evaluating you, your business, and your sending reputation (Are you the bag lady?) DAVID: It doesn’t matter how good your emails are if you look like a sloppy sender
- Why are non-openers dangerous? The simplest answer is: People who don’t open your email don’t want it and when you send email to people who don’t want it, you’re sending spam The more email you deliver to someone’s spam folder, the more damage you do to your reputation You have access standard metrics like opens and clicks, so you know who is engaging with your email and who is not Continued sending to non-openers demonstrates to ISPs a lack of care on your part as a sender, it demonstrates that you’re not fostering engagement The ISPs will act to protect their users’ inboxes from your mail This in turn hurts the deliverability of all your mail, including hurting the deliverability of the contacts who want to receive your messages In other words, if you never address non-openers, your email is more likely to be filtered into the junk folder – even for those who regularly open your mail! DAVID: The ISPs are the missing component – they’re evaluating you, your business, and your sending reputation (Are you the bag lady?) DAVID: It doesn’t matter how good your emails are if you look like a sloppy sender
- The solution is engagement-based sending The ISPs want to see engagement-based sending, which is sending more email to those who engage with your mail and less email to those who don’t In short: Email sent to those who want it (and, at the very least, open it) will be promoted and placed in the inbox; email sent to those who don’t want it (and don’t open it) will be suppressed and placed in spam DAVID: Talk about the need to have a healthy open rate
- What can you do today? Use our Automation feature to send follow-up content to openers This strategy increases the amount of email you send to your engaged subscribers and demonstrates to the ISPs a commitment to fostering engagement The best follow-up content continues the conversation started with the preceding message Example: If the first email is about listings in a specific area, use automation to send a follow-up email to openers 1 day later about how quickly appointments are being made to see those properties – “We’re almost booked up.”
- A better, long-term strategy Identify and segment Reduce sending frequency Re-engage or purge DAVID: Adopted this strategy in the summer because it was the slow season
- Identify and segment Identify non-openers who haven’t opened any of your mail in a significant amount of time and put them on a separate list Remember, if you’re a daily sender, consider 30-day non-openers; if you send once or twice a week, consider 90-day to 6-month non-openers; if you send once or twice a month, consider 6-month to 1-year non-openers
- Reduce sending frequency Consider the email you send, some messages are more important than others Send the most important email to everyone, that way everyone has a chance to see it Send the less important email only to the most engaged subscribers You do this by excluding the non-openers list during the send process By suppressing the non-openers from the less important campaigns, you focus your sends on the most engaged subscribers and you drive up your open rate Wait 3 days after the big campaign, run a new non-openers report, and replace the old non-openers with the new non-openers If any non-opener became an opener, they would not be included in the new non-opener list – that’s a win back DAVID: You have to rest those who aren’t responding DAVID: Reluctantly rested them and had the best email (best opens, clicks, conversions)
- Re-engage or purge Now that you’ve isolated non-openers, see if you can re-engage them and win some back Run a 3-message re-engagement campaign – “We miss you!” First email, “Is this really the end?”; second email is a plain-text email, “Did you see our last message?”; third email, “Last call.” Remind them of who you are, why they joined the list in the first place, and give them a button to click to reclaim their spot on your list When you give someone a choice like this, you raise the stakes beyond the open to the click Those who open and click are won back; those who open and presumably read your email asking them to come back, but who don’t take the action of clicking, aren’t interested and they’re lost You should be in the habit of routinely attempting to re-engage non-openers You invested time, energy, and money into acquiring these subscribers and at one point they responded – don’t let them go without a fight But if this really is the end, for the strength of your reputation and long-term performance of your marketing efforts, you have to let them go When should you run re-engagement campaigns? If you’re a daily sender, consider running a re-engagement campaign for 30-day non-openers; if you send once or twice a week, consider running it for 90-day to 6-month non-openers; if you send once or twice a month, consider running it for 6-month to 1-year non-openers DAVID: We purged the email addresses that weren’t serving us
- Re-engage or purge Now that you’ve isolated non-openers, see if you can re-engage them and win some back Run a 3-message re-engagement campaign – “We miss you!” First email, “Is this really the end?”; second email is a plain-text email, “Did you see our last message?”; third email, “Last call.” Remind them of who you are, why they joined the list in the first place, and give them a button to click to reclaim their spot on your list When you give someone a choice like this, you raise the stakes beyond the open to the click Those who open and click are won back; those who open and presumably read your email asking them to come back, but who don’t take the action of clicking, aren’t interested and they’re lost You should be in the habit of routinely attempting to re-engage non-openers You invested time, energy, and money into acquiring these subscribers and at one point they responded – don’t let them go without a fight But if this really is the end, for the strength of your reputation and long-term performance of your marketing efforts, you have to let them go When should you run re-engagement campaigns? If you’re a daily sender, consider running a re-engagement campaign for 30-day non-openers; if you send once or twice a week, consider running it for 90-day to 6-month non-openers; if you send once or twice a month, consider running it for 6-month to 1-year non-openers DAVID: We purged the email addresses that weren’t serving us
- Re-engage or purge Now that you’ve isolated non-openers, see if you can re-engage them and win some back Run a 3-message re-engagement campaign – “We miss you!” First email, “Is this really the end?”; second email is a plain-text email, “Did you see our last message?”; third email, “Last call.” Remind them of who you are, why they joined the list in the first place, and give them a button to click to reclaim their spot on your list When you give someone a choice like this, you raise the stakes beyond the open to the click Those who open and click are won back; those who open and presumably read your email asking them to come back, but who don’t take the action of clicking, aren’t interested and they’re lost You should be in the habit of routinely attempting to re-engage non-openers You invested time, energy, and money into acquiring these subscribers and at one point they responded – don’t let them go without a fight But if this really is the end, for the strength of your reputation and long-term performance of your marketing efforts, you have to let them go When should you run re-engagement campaigns? If you’re a daily sender, consider running a re-engagement campaign for 30-day non-openers; if you send once or twice a week, consider running it for 90-day to 6-month non-openers; if you send once or twice a month, consider running it for 6-month to 1-year non-openers DAVID: We purged the email addresses that weren’t serving us
- Re-engage or purge Now that you’ve isolated non-openers, see if you can re-engage them and win some back Run a 3-message re-engagement campaign – “We miss you!” First email, “Is this really the end?”; second email is a plain-text email, “Did you see our last message?”; third email, “Last call.” Remind them of who you are, why they joined the list in the first place, and give them a button to click to reclaim their spot on your list When you give someone a choice like this, you raise the stakes beyond the open to the click Those who open and click are won back; those who open and presumably read your email asking them to come back, but who don’t take the action of clicking, aren’t interested and they’re lost You should be in the habit of routinely attempting to re-engage non-openers You invested time, energy, and money into acquiring these subscribers and at one point they responded – don’t let them go without a fight But if this really is the end, for the strength of your reputation and long-term performance of your marketing efforts, you have to let them go When should you run re-engagement campaigns? If you’re a daily sender, consider running a re-engagement campaign for 30-day non-openers; if you send once or twice a week, consider running it for 90-day to 6-month non-openers; if you send once or twice a month, consider running it for 6-month to 1-year non-openers DAVID: We purged the email addresses that weren’t serving us
- Re-engage or purge Now that you’ve isolated non-openers, see if you can re-engage them and win some back Run a 3-message re-engagement campaign – “We miss you!” First email, “Is this really the end?”; second email is a plain-text email, “Did you see our last message?”; third email, “Last call.” Remind them of who you are, why they joined the list in the first place, and give them a button to click to reclaim their spot on your list When you give someone a choice like this, you raise the stakes beyond the open to the click Those who open and click are won back; those who open and presumably read your email asking them to come back, but who don’t take the action of clicking, aren’t interested and they’re lost You should be in the habit of routinely attempting to re-engage non-openers You invested time, energy, and money into acquiring these subscribers and at one point they responded – don’t let them go without a fight But if this really is the end, for the strength of your reputation and long-term performance of your marketing efforts, you have to let them go When should you run re-engagement campaigns? If you’re a daily sender, consider running a re-engagement campaign for 30-day non-openers; if you send once or twice a week, consider running it for 90-day to 6-month non-openers; if you send once or twice a month, consider running it for 6-month to 1-year non-openers DAVID: We purged the email addresses that weren’t serving us
- What does the short-term and long-term strategy look like in practice? If you typically send 2 emails a month, employing these strategies will result in 4 total sends 1 send – the most important send – will go to everyone 1 send – less important than the first – will go to the most engaged subscribers while suppressing the non-openers And 2 automated sends to the openers of each of the previous emails If you commit to this strategy over time, you’ll see better inbox placement, a rising open rate, and maybe even more clicks and conversions DAVID: You have to do a post mortem on each send DAVID: If you’re not spending at least as much time evaluating your sends as you are creating the emails, you’re missing the big picture and important data
- What does the short-term and long-term strategy look like in practice? If you typically send 2 emails a month, employing these strategies will result in 4 total sends 1 send – the most important send – will go to everyone 1 send – less important than the first – will go to the most engaged subscribers while suppressing the non-openers And 2 automated sends to the openers of each of the previous emails If you commit to this strategy over time, you’ll see better inbox placement, a rising open rate, and maybe even more clicks and conversions DAVID: You have to do a post mortem on each send DAVID: If you’re not spending at least as much time evaluating your sends as you are creating the emails, you’re missing the big picture and important data
- Reach more people An unexpected result of this strategy is that you end up reaching more people by isolating, suppressing, re-engaging, and purging non-openers There are people in the gray area between routine openers and routing non-openers If you handle non-openers well, the ISPs are more likely to deliver your email to those in the in between, giving you exposure to more subscribers
- Questions What if the people on my list only make a purchase once every couple of years? Will my conversions drop if I suppress or purge non-openers? Is there ever a time to re-send to non-openers? What about all the time and money I spent acquiring email addresses? I can’t just purge them!
- Closing remarks 22.5% annual decay Maintain a strong sending reputation – and reach more people – by isolating, suppressing, re-engaging, and purging non-openers Who knows, maybe you’ll also see the best email performance in the history of your account