Improving HoR – Day 22

Today for improving House of Rave I went through adding some products and correcting some templates. However the more notable thing was I sent out the first proper email blast for HoR.

The newsletter basically looked like the original one I made:

I added a few things and removed a few things, but it was essentially pretty similar to what’s above.

I was originally going to send out the newsletter to the first 4,000 people on the email list, but I realized I could definitely improve the email blast, so I decided to slice the email list up and send out several different versions. Yesterday (Monday 5-19-2008) I sent out the first email blast to 500 people. Today (Tuesday) I sent it out to the next 500 people on the list. I plan to do these 500 person email blasts for the rest of this week.

The reasoning behind this is I can make small changes to each email blast to see what works and what doesn’t. So far I only have 24-hour old statistics of the email blast sent out on Monday:

*QUICK NOTE*
The 500 email addresses sent in this initial first-500 test were collected several years ago, so I suspect this will be the lowest performing group.

Anyhow, within 24 hours 20% of the recipients had opened the email, and 13% of the entire 500 actually clicked on links which direct them to HouseOfRave. This equates to roughly 65 extra visits to the site from potential customers.

Far as email campaigns go, I believe these click-through rates are on the high side, especially for several-year-old email addresses. As for how many sales this generates, that’s a difficult metric to measure.

One of the cool things about email campaigns is you can see which links were clicked to access your site. The links which got the highest number of clicks on the first campaign were images, in particular the animated images….especially this one:

So for the next week I’ll be doing more email blasts and improving upon each one. With decent results so far, the HouseOfRave Newsletter may become a regular monthly thing.

Blog posted on: May 20, 2008

8 comments on “Improving HoR – Day 22

  1. Andre Cunha

    Hey Nev, suggestion: don’t make it a monthly thing. Just send it when you have real offers/benefits/news that might interest your customers. If you start sending monthly, you might see some results in the beginning, but in the long run it will unconsciously become a spam for your customers, and the opening rate will most probably decrease drastically. Communicate benefits. thats all your customers want. dont try to increase your monthly sales by $100 pushing mails to 4000 people and lose credibility in the long run. Well, its just my point of view.. good luck

    Reply
  2. Neville

    Andre,

    Good thinking. I too get immune to inccessant emails from retailers if they send them all the time.

    So far the email has only been sent one to 1,000 people (I have several thousand more to go). So even though I’m sending the email everyday, not one person has got it twice yet.

    I’ll fully run this test campaign for now, then send one again in preperation for the 4th of July.

    The next time I send it will be somewhere around Halloween.

    Thanks for the feedback!
    -Nev

    Reply
  3. Simian SEO Sensei

    Nice going on the newsletter.

    But… I guess it would be performing waaayy better with NEW email adresses? Customers of the last months maybe?

    And although I hat to say it, but your newsletter looks much, much better than your site.

    Sorry, but HOR looks very dated.

    ::blind ape::

    Reply
  4. Anonymous

    If you haven’t added an “opt out” link, you could get into some serious issues with your ISP / hosting provider.

    Also, unless you informed your former buyers that they would be receiving an email (within your Terms of Service) you could run into some trouble with spam laws.

    Just a heads up. The newsletter looks nice!

    Reply
  5. nethy

    Hi Nev,

    Good going with the newsletter.
    One thing though. You said:
    “As for how many sales this generates, that’s a difficult metric to measure”

    Actually, its not that hard. I see you use Google Analytics. If you add a URL string to the links from your email (or anywhere else) GoAn will be able to recognise those visitors as ‘newsletter visitors.’ If you track conversions you’ll be able to see what’s what. It doesn’t affect the page the user sees.
    Make your URLS here: http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

    Reply
  6. nethy

    Hi Nev,

    Quick Note: You said:
    “As for how many sales this generates, that’s a difficult metric to measure.”,
    I see you use google analytics. All you need to do to tell Google analytics where this traffic is from is to ‘tag’ your links. IE some extra info to the link url. Then you’ll get the same sort of info on emails as you get on adwords ads.

    Have a look at:
    http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

    You’ll be able to see how many goals where achieved, sales revenue generated, etc. (depending on what you have set up) as a result of this campaign.

    At the end of the day, conversion/revenue are the best numbers to be looking at.

    Reply
  7. nethy

    Hi Nev,

    Quick Note: You said:
    “As for how many sales this generates, that’s a difficult metric to measure.”,
    I see you use google analytics. All you need to do to tell Google analytics where this traffic is from is to ‘tag’ your links. IE some extra info to the link url. Then you’ll get the same sort of info on emails as you get on adwords ads.

    Have a look at:
    http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

    You’ll be able to see how many goals where achieved, sales revenue generated, etc. (depending on what you have set up) as a result of this campaign.

    Once you get used to looking at sales per campaign or revenue per campaign, you won’t be able to go without it.

    Reply
  8. B.T

    I’d like to see more of your results from this newsletter experiment.
    (I know the post is over a year old)
    I think the results should be very interesting, and probably quite promising. If the recipients are previous customers, they are your best target for sales, because they have purchased and put their trust in you on some occasion in the past.

    Reply

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