3 Strategies To Optimize Your Autoresponder Campaign
So you’ve tried out a hundred different landing pages, managed to entice visitors onto your list and you’re capturing emails.
The problem is, your follow-up sequence just isn’t working that well.
You know that old saying ‘if it aint broken, don’t fix it’ – when it comes to autoresponders; that’s BS.
Your autoresponder sequences are like your sales team, they are everything. If you’re like most marketers, you probably just setup your email series a year or two ago, have been somewhat happy with the results thus far; and never gotten around to split-testing anything.
As soon as you have a lead flow coming in, your main focus should be on converting those leads into buyers, and keeping those buyers. Use these 3 strategies to optimize your autoresponder campaign:
1. Test Your Open Times
The number one optimization strategy is to test your open times. Nobody else can tell you the best time to email your list. It’s common practice to simply Google ‘best times to email my subscribers’, but the reality is every list differs from one another.
According to Scott Stratten, the best times to send en email is between 12am-3am, 8am-10am & 3pm -4pm, and 6am-7am. While the studies are very real and based on high volume subscriber lists; they are industry specific. Point being, your list best open times won’t be the same as anyone else.
You can start by sending every email broadcast one hour apart from each other, after going the full 24 hours – make a note of the top 5 most active hours. Send the next 10-20 or so emails during those hours, you’ll end up with a time when your subscribers are most active.
If you want to speed up the process even more; create split-test broadcasts and set a different time for each segment. Aweber and every other major autoresponder allow you to track and view open times – it’s not difficult.
2. Re-think Autoresponder Campaign Objectives
Why have you built your autoresponder campaign? Are you trying to sell a specific product? Are you trying to build trust, build a following? Build an active blog community?
Re-think your goals of your autoresponder campaign. You can’t optimize your emails before you think about what their exact purpose is. If you decide you’d like your campaign to automatically sell several products, or build a following while selling a product; it might be time to shift around a few email sequences.
3. Optimize Subject Lines
Before you start tweaking your emails, re-optimize your subject lines. Ever found email follow-ups with really low open rates? It’s time to change that.
In the Aweber members area, go to the ‘Subscribers’ page. On the page, keep ‘view segment’ to ‘All Subscribers’, now under ‘select field’ on the left column select ‘Message Not Opened’ from the drop down list. On the right column, select ‘follow-ups’ and then the email you’d like to split-test. You can first select each email, hit the ‘search’ button and view the un-opens.
Start with your most un-opened emails. Select the email from the list and hit search, this will bring up a list of all the subscribers who didn’t open the email. Just below you’ll see the field where you can save new segment. Enter a relevant segment name and hit save:
Now that you’ve created the email, you can go to the ‘messages’ page, ‘copy’ the email you want to split-test, and create a normal ‘split-test’ broadcast to the segment you just created. Whatever subject line converts the highest, you can immediately add to your follow-up sequence.
It’s a good idea to routinely do this from time to time, every few months to keep things fresh. If you’re worried about subscribers complaining about the same email twice; just remember they didn’t open it to begin with.
P.S. Leave me your thoughts, comments and questions below.