Email Success You Have to See to Believe (1:55)

We review the incredible success and impact multi-step email campaigns or email sequences can have over a single-email campaign. We review a six step email campaign and compare the open and click through rates compared to just a single step email campaign.

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Hi, Brian Starzec here. This week I wanted to share data from a study performed by an email marketing leader on the success of multi-step email campaigns or sequences. The results are amazing!

Let's take a look.

When I say multi-step email campaigns or email sequences, I am talking about developing a group of different but related e-mail messages sent over a span of time. In the case study, performed by Jeanne Jennings, courtesy of ClickZ, six different e-mail messages were developed that were sent in order, two weeks apart, to the same distribution list.

Let's look at the impact on open rates. As we see in the table, in the first email over 6,500 people opened the email. In the second email, a little over 2,000 new people opened the email, which corresponds to a third more additional opens than the first email alone.

Over the course of the six emails, there are less and less new people viewing the email, but cumulatively the process resulted in double the number of opens. Close to 13,000 people opened an email from the sequence given 6 chances to do so.

Now, let's see how click through rates improved. As we see in the table, in the first email there were 473 unique clicks. As with the number of email openings, the click rate decreased with each successive email, but cumulatively the process resulted in over 1,500 clicks! More than 3 times as many clicks than the first email alone.

The bottom-line is that email marketing can work if done right. The technology allows us to more easily and cost-effectively implement the marketing practices and strategies that we know work. The only question is will you implement this in your business.

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