We recently conducted a marketing
test with an ezine solo mailing. For those of you who are not
familiar with what a solo mailing is: it is a special mailing that
is sent out to an ezines list of subscribers as an exclusive
message. Most ezines today will consist of information about
several different topics and products. A solo mailing will
strictly focus on one subject - usually a promotion of some sort.
This solo mailing was sent to a
test list of one thousand opt in subscribers of an ezine that
focuses on marketing information and opportunity updates. We set
up the test in a two step fashion. Readers were informed of an
opportunity to receive FREE training by a world renowned expert.
All they had to do was click over to a special page that we had
set up (step one). Once they arrived
at this page, they saw a letter that went into more detail about
the opportunity and encouraged them to leave their names and email
addresses for the package and an autoresponder letter (step
A little more than 22%
of the subscribers clicked through to the web
page. Of those visitors 53% left their names and email addresses in the form
box to receive further information. The net result was
that 11.6% of the list responded to both steps and pursued the
information. Over 90% of the action occurred within the first 24 hours of
the mailing. Approximately half of the click-throughs came within 6 hours
(the mailing was sent out at night).
We think that an initial response rate of 22%
is excellent. Getting more than 50% of visitors to a web page to respond is
also very good. Two main reasons for the success of this experiment were: 1)
An exclusive message devoted to one subject
2) It was an offer for something FREE. Now we
know that this word is often abused and overused causing people to get
suspicious when they see it, but it still gets their attention and generates
Incidentally, the offer was genuine and real.
Yes, there was a catch. A small one. In order to receive the FREE materials
they had to register for a different training course. The deal was that they
would get the FREE materials even if they cancelled the order 5 minutes
What Will Affect the
Knowing that most Internet opportunity
seekers are constantly bombarded with offers, how can you get the best
The Title or subject line is the most
important part of the whole project. The subject of our mail out was...
Notice! FREE Training Opportunity for the Early Birds"
The idea behind this particular title was
to encourage immediate action. Many readers (myself included) see
something of interest but fail to do something about it Right Now. Even if
it looks like something that we should act upon, most people tend to
procrastinate. We wanted to give the reader a reason
to act right now. Getting in on an opportunity
BEFORE everybody else is usually very desirable to most marketers (our
target audience). A cutoff or deadline is also very effective.
Another aspect of the mailout that we think
made it more effective is that it was Brief. Just 5 paragraphs of 3 to
five lines per paragraph. All we wanted to do was tell people enough to
get them to click over to the web page. Some experts will disagree with
this, saying that long copy works very well if it's properly done. Well,
what if you're not an expert copy writer? If you really like long copy,
save it for the second step. For the first step, simply
get the click through.
Talking to the reader is another very
important factor that will dramatically affect the results. Does the copy
involve and excite the reader, or does it just talk about you and your
As previously discussed, we wanted the
reader to drop everything and go to the web page. That is actually what we
and rush over to http://www.worlddealcenter.com/freebook.html
right now. You will see the most current update, and the info that you
need to decide if a FREE training program like this is right for
There was no beating around the bush. Just
a simple directive that would give them the information that they needed.
It is our sincere hope that this little
marketing experiment has given you some insight into 'How to Conduct a
Successful Email Campaign'. We honestly believe that focused advertising in
ezines is one of the most effective methods of reaching your target
Feel free to contact me with further