Things I started and stopped from the beginning of the pandemic till now:
I also stopped constantly being online. Buying random things, signing up on sites I had never visited before and ‘liking’ things on social media I would never have normally ‘liked’.
So what? Who cares?
Well...You probably got all sorts of new registrations/customers on your site during the last 12 months that basically came out of thin air. We all know why – we were collectively super bored and always online. Ok, so what?
Well, all those contacts who cared about you this past year have moved on and are slowly migrating back to normal habits. Let’s look at the data...
BtoC:
Net New Contacts From April 1st 2020 through Jan 31st 2021:
Open Rate Average For Those Contacts: March 1st: 22%
Open Rate Average For Those Contacts: May 1st: 15%
BtoB:
Net New Contacts From April 1st 2020 through Jan 31st 2021:
Open Rate Average For Those Contacts: March 1st: 19%
Open Rate Average For Those Contacts: May 1st: 13%
Uh oh. So what should we do.
Isolate this group ASAP. They are NOT YOUR NORMAL CONTACTS/CUSTOMERS! Your database is not a singular audience.
We had a goldfish in our house. We forgot to feed it. It died. Sad Story.
You have a goldfish in your database right now – it’s your ‘PANDEMIC CONTACTS’. If you don’t feed it with insane offers it will die off. Send this group of contacts aggressive subject lines, super incentivized offers, and anything else possible to not lose them. If you are lumping them in with all your other contacts, you are throwing away a massive opportunity.
(btw – this applies to all channels. Example: Send special direct mail offers to these contacts, run special paid social offers to these contacts, etc)
Also, I am doing a new webinar on Thursday...Hope you can make it.... https://worldata.webinar-reg.com/lp28?src=Scoop
QUICK TEST IDEAS:
... (THREE DOTS) in the Subject Line are working great!
Examples:
BtoC:
... (THREE DOTS) –Open Rates UP 17%
BtoB:
... (THREE DOTS) -Open Rates UP 14%
Past vs. Future:
BtoC:
Last 14 Days:Open Rate Increase/Decrease When Used in Subject Lines:
Remember -DOWN 20%
Last Year –DOWN 15%
Back -UP 12%
Preview -UP 18%
Limited -UP 19%
BtoB:
Last 14 Days:Open Rate Increase/Decrease When Used in Subject Lines:
2020 -DOWN 28%
Q1 –DOWN 19%
2021 -UP 14%
Q2/Q3 -UP 21%
Preview -UP 19%
SINCE YOU DIDN’T ASK...
More useless things that are on my mind...
BTW – Doing a NEW WEBINAR THIS THURSDAY. Hope you can make it - https://worldata.webinar-reg.com/lp28?src=Scoop
That’s all for now...Write me back and let me know what you think of all of this nonsense.
Best,
Jay
p.s. pass along to a friend if you think they may want to sign-up...www.JaySchwedelson.com
AND – PAST ISSUES OF SCOOP ARE NOW LIVE AT https://jayschwedelson.com/Scoops