Jeff Harrison shares email metrics from a real campaign: open rates hit 72.4% on the third send, and resending to non-openers boosted opens by 17%. Email still works in 2024 if you focus on helpful content instead of pure sales pitches.
Questions this video answers
About 2,300 people.
53.8%.
54.3% open rate and 6.7% click-through rate.
72.4% open rate and 48% click-through rate.
Opens increased by ~17% and an additional ~5% click-through rate was recorded.
Chapters
Foreign.
When I talk to potential new customers who are looking for marketing, one of the things I always ask is, do you have an email database? And often the answer is yes. And I'll ask, well, how often do you actually or when was the last time you communicated with them? Many times, unfortunately, it's been a long time and maybe they've only sent out a birthday card or an anniversary or that occasional sales piece. Well, I want to share something with you with a client that we had for several years and then last year we departed ways and now this year we're back on. Just, we're in the first month of being back together again. And the reason I want to show you this is because email is always in question. Hey, should I do email? Is it effective? Will anybody open it? Is anybody reading it? Is it creating sales? Well, I have to share something today and I'll set this up by saying this came about when I was writing an email for this client. We send out a weekly email every Friday. This will be the third time we've sent out an email since we started with them. Like I said, we're about a month in and this email, when I put it in there, when I saw the response, it kind of blew me away. And let me share this with you because I don't want to be late. I don't want to, I don't want to stretch this out. But here's the thing. I want you to look here. This was the first one we sent out. It was on September 25th. Now there's about 2,300 people that they send it to. Now look at the open rate, 53.8%. After this went out, the CEO called me and or sent me a message and said, hey, a lot of people said thank you for doing this again because they had stopped doing it. Sending out weekly emails after we parted ways. And so I thought, okay, at 53% is pretty good. Not much click because there wasn't really a call to action in that particular email. It was just kind of like, hey, let's let's walk back in the room and start being, start introducing ourselves to people again. Well then we sent out an email a week later. That's Friday, October 4th. This one went out on September 20th is on a Wednesday. And we had 54.3% open rate again, really strong with a 6.7% click through rate, which again is huge. Now we were starting to have an offer in there or something to do this. Well, look at this Friday, just a few days ago, on October 11, 72.4% open rate with 48% click through. Wow, that, yeah, this is supposed to be a surprise face because I made this to send to the client because it just blew me away that it is so strong. So for those of you out there thinking, hey, is email dead? Why waste my time on that? I'm just going to do social media. I'm going to post and nurture people through social media. I'm telling you, if you had to choose one or the other, you should really focus on just doing email because it's a very private email. It can be very intimate to communicate with your customers and everyone that's in your email database in this situation. Every one of these people in the email database, they know, love and trust this company and the CEO because they've done business with them, they voted with their wallet. And so I'm excited about this. Now if somebody says, well, what about the 70% open rate? What we did is we took this first one and for everyone who didn't open the email, we resent that a few days later. So it went on Saturday and it had 17% more on that with another 5% click through rate gang. This is impressive. Now some of you say, well, I've been doing email and it's not very effective. Well, here's the thing. Email is still incredibly effective. It's not effective if all you ever do is, is send out a piece of content that says buy me, buy me, buy me or trying to sell something.
One of the things, and I saw this today with a client we did a live broadcast with, is I saw some unsubscribes in their email list and I didn't do the emails, but we're starting to do that for them. And here's the thing that email is good for. Email, I should say great for, is giving your audience something to feel good about, something to learn about, something that they can go out in the marketplace. And now instead of talking about the weather or a pain in their back, they can say, hey, I got this message today. It did X, Y and Z. Have you heard of that before? And they get to talking about and finally somebody will say, how did you find out about that? Oh, it came from. And then they tell them, I call it breadcrumbing. And, and it allows you to talk or your, your audience, you get a chance to kind of load their lips so that when they're out and about and they're talking to their group of friends, keep in mind, birds of a feather flock together. That's an old saying that's so true. They're talking about things that they could be your potential next new customer. And here's a cool thing. We all know referral is so strong when they come to to us as a referral versus we had to go out and generate that new relationship. I'll give an example today I just got a text maybe about a half an hour ago from someone I know that said, hey, can I introduce you to somebody who they need your help? Well, absolutely. So a lot of the hard work is already done, but I want you to focus on this before I let you go. Look at the open rate now, these numbers. Let's just use this one 50%. So that means 1,000 people. Let's just use a thousand people saw that email and opened it. Now they saw it and opened it. That's branding, you guys. The other thousand who didn't open it, saw it, probably saw it in their inbox.
That means your brand, even though they may not be opening and reading your email, you're staying top of mind. That is just as important as them opening your email and reading it and clicking through because you keep them top of mind. The last thing you want to do is hear from a friend that they bought someplace else and you sell that same product because somebody else told them about it and they didn't tell them about you. So.
Just to recap this, is email working? Absolutely. Does it work if you just try to sell, sell, sell all the time? Absolutely not. So keep that in mind as you look at this. I can't. You know, this is the number highlighted. 48 click through rate. That means out of the 70%, that's about 1400 people open that email. 7. Almost 700 people clicked on the link. That's amazing. I can't, I can't wait to do this and see what happens. We're just going to send one out again on Friday. Today's Wednesday. We're going to see what happens on Friday and see how that goes and we're going to keep rolling this down the road. Have a great day. If you have any questions, my name is Jeff Harrison, Swingpoint Media. I'd love to answer any questions. Just put in the comment. Hey, how did you do that? What are you doing? Are you using email? One of the big things is how do you build an email list? That is a great question. In 2024, 2025. You can't do it in the ways you used to do it in 2000 or even 22,020. It's much different. We as consumers are much smarter than that. All right, have a great day.
