Bump CTR: use the last email in the next email?
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Which means some people seeing the latest email didn't see the last one.
Maybe they didn't see the last one because they weren't interested in the subject.
Or maybe they didn't see it because they were away, busy, sick, tired, drunk, swamped by email, or they just plain missed it there in the inbox.
Might you consider a link to the previous email in each new email? As a way of capturing some clicks from those who missed out last time even though they might have valued the content.
I've raised this prospect before, suggesting you subtly include a reference to a previous email or newsletter issue in later copy, when you know that that issue was particularly popular with those that did see it.
On Monday, I took the concept a step further and added a new section to my newsletter, headlined "Did you miss?"
It sits unobtrusively at the bottom of the email and has brief links to the previous issue's content:
The results?
A click-to-open rate of over 3% just for the links in that section. Not hugely impressive, but that's a bunch of clicks that might never have happened otherwise. Including boosting the total clicks through to the animated gifs article by 27%.
So I'm keeping it in there.
This technique seems best suited to informational newsletters, where you can link directly to landing pages for last issue's teaser content.
But it might find application anywhere where the content or offer from the last email is still relevant and timely. Though there might be implementation issues where "the last email's content" is customized on-the-fly for each recipient.
Still, food for thought on a slow Friday? What do you think? Have you used this tactic? Would you use it?
More on email copywriting
Permalink | January 16, 2009 | 12 comment(s) - add yours!
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12 Comments:
I really like this.
We haven't used it before, but I think we'll give it a try!
From my perspective, the tone of "Did you miss this previous article/offer/etc?" seems to communicate a nice, personal touch. Rather than blasting a message, you're providing a message. Thoughts?
By 
Tom Buchok, on
16 January, 2009
I think as long as it's not too pushy, it's fine, almost like doing a favor. Plus I wonder if it would help establish the value of your emails more, as in persuading people to pay more attention next time as they can see what they missed. Or maybe they'll pay less attention, because now they potentially get two bites at the cherry...hmmm...maybe now and then one could say "you missed this and unfortunately it's too late to take advantage!"
By , on
16 January, 2009
Hi Mark,
Interesting idea. It certainly adds another argument as to why emails should be part of a long term relationship building campaign, and not one off e-blasts.
Can you possibly clarify - when comparing your CTR of this email to previous ones, were these additional clicks or were they at the expense of other clicks elsewhere in the email?
Thanks
Vince
By , on
16 January, 2009
Loving that idea, Mark. A bit more work, but the payoff seems real.
dj at bronto
By 
DJ Waldow, on
16 January, 2009
Vince - my gut feeling says that the CTR for the main links in the email were what I would expect for those particular article topics (knowing my audience), i.e. no cannibalization.
But the full picture will only become clear over time.
I'd worry more if the "old" links were prominent, but tucked away down the bottom I think the main links have had ample opportunity to win a click.
We'll see what results look like over time...
By , on
16 January, 2009
Hey DJ - agree, it is a little extra work, but if ESPs could automate a link to the "last email" much like they automate a link to the "web version" of the current email, then it would be much easier for folk to implement.
By , on
16 January, 2009
I added a - What you missed - section at the bottom of a clients email template last year: http://tinyurl.com/8gsay9
Not something I do often but will give it more consideration from now on.
I see it being more useful for b2b email. Retailers have so many time sensitive offers, do you think it could annoy or confuse readers to see a coupon code they can no longer use?
For some reason I did not add this to my own email template! This was a great reminder to make that revision.
I second the idea of ESPs automating this.
By Anna Yeaman, on
17 January, 2009
Anna - yes, I think the value and implementation will differ depending on the nature of the content. Is an expired coupon a source of frustration or a reminder of value? A disappointment or an incentive to pay more attention in future? Good questions!
I would add that being specific is likely to work better? Generic links to archives have value, but perhaps people are more likely to follow such "what you missed" links if they have a more concrete goal or destination.
By , on
18 January, 2009
I agree Mark, the client for the above email template planned to keep the generic archives link but make the 3 back issue links more specific.
This was just a template filled with example content.
Instead of the words - Last months newsletter - they would have substituted their lead article from last month such as, How to set up a tank for goldfish...
At least I hope that's what they're doing :) I'll drop them an email...
By Anna Yeaman, on
18 January, 2009
Sounds like a very elegant approach Anna, excellent.
By , on
18 January, 2009
Hi Mark. Great post. You mention a few reasons why people did not see the previous mail. I also think people sometimes just aren't in the mood for another newsletter, where they can be very open to the same message a month later. This method can counter such behavior.
In many of the campaigns I run there's a important long tail, sometimes delivering clicks from 6 months old newsletters. It's a sign of likewise behavior (and the fact a lot of people archive their newsletters)
Plus, it's always a good tactique to repeat CTA's over time. Maybe they clicked in the first newsletter, but didn't buy. Whereas the reminder link can "remind" and create the actual conversion.
By bitnpunk, on
26 February, 2009
Great comment, thanks. Yes, I think we get sucked into focusing on one email at a time, not realizing that the long tail effect is there and people sometimes need more than one nudge to take action.
Some more results from using the "what you missed" approach here.
By , on
26 February, 2009
