The best practice of lead generation is keeping the subscribers active till the launch. That is, write them appropriate emails with appropriate timing to
– welcome them on board
– let them know more of the backstory behind
– alert them so they don’t miss the campaign launch
– remind them to back the campaign on time
When providing their emails, subscribers give us the right to email them about the product.
What we do next is track what they do when receiving emails from us. Do they open those emails at all? Do they click on anything clickable in the email? We have the rates calculated and act accordingly.
First of all, let’s understand what those 2 rates are: open and click rates in email marketing!
Open rate is the percentage of subscribers who opened your email. For instance, you sent out emails to 100 leads and only 19 opened your email.
This gives us an open rate of 19%.
Click rate is the number of subscribers who clicked on any link in your email out of all subscribers.
Open and click rates give us an understanding of the quality of the leads.
If the open rate is too low (e.g. 20%), this means that subscribers are not very interested in your product and if the click rate is low then…
you need to change the email structure or the content,
or what is more relevant in ads, your subscribers are not very relevant. A quick hint to the need for change.
Your leads can have higher CPA, but they need to be qualitative. Otherwise, you can spend tons of money on subscribers and get no results after going live with your campaign.
Let’s take a look at GigaDrive’s example. This is the statistics of the 2nd email (the first one was the Welcome email) we sent to our subscribers. It contained information about Gigadrive, SSDs overall, and the launch of the campaign on Indiegogo with huge discounts.
The rates are really amazing, which means that we’re targeting really interested people via our ads. So we can take the direction we’re using and expand even more. At this time, we were targeting videographers with specific apps that they usually use, so now we can go even broader and target with job titles, general interests and try to target photographers as well.
So as you can see, this requires intense work in what at first sight appears to be different directions, but in reality, it’s very important not to lose that connection and always be aware of all interrelated aspects.