Recently I was handed a campaign that was already underway. A church is taking a large group to Israel for a trip. Ticket prices start at $3698.
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Check out the image below which illustrates what typically happens as you send multiple emails as part of a campaign.
Open rates drop a little each time, and click through rates drop as well (hypothetical numbers shown to illustrate the point).
I picked up this campaign on the 3rd email. Here is how the campaign was performing (real numbers).
Previous Campaign Performance
- Email 1 open rate – 13%
- Email 2 open rate – 11%.
Given this trend, and knowing that the 3rd email usually has a lower open rate than the second email, I knew I had to take a different approach.
Changes Made to Campaign
- “From:” field now reads “Pastor John” rather than “Church Office”.
- Used curiosity in the subject line — “Is this on your bucket list?”
As I mention in the podcast, I noticed the earlier versions of the email were addressed as having come from the church office. Nothing wrong with this, but I took the liberty to change it to the pastor’s name.
I also took a different approach with the subject line. I used “Is this on your bucket list?” in hopes of encouraging people to see what, exactly, was on the pastor’s bucket list.
Using these 2 tactics worked! See results in the next image.
The new approach yielded a 22% open rate — reversing the usual downward staircase — and added another 31 people to the list of interested parties.
These individuals essentially opted into a new list and will receive additional information about the trip.
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