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Engagement decrease between the 1st and 2nd mail of an autoresponder (5)

06-27-2014 03:59 PM #1 steve from munich (Member)
Engagement decrease between the 1st and 2nd mail of an autoresponder

Hey email pros,

I sell stuff via an autoresponder where the user enters his email, gets free stuff and then a sale offer.

I noticed that I get really good open rates on the first mail (80-90%) which is sent directly after the optin and the video on the thank you page is beeing watched well too.
But on the 2nd mail 3 days later, it's more like 30% open rate and even less clicks.

Only about 20% of all people who opted in, click the link in the 2nd email!

Why? The content in the thankyoupage/firstmail is good and egagement is fine.
It's not a squeezepage it's more a long lander optin where the users watch videos etc before they opt in.

Any ideas?

06-27-2014 06:29 PM #2 caurmen (Administrator)

Hmm - what's the steepest drop, clicks or opens?

I'd probably start by split-testing some more headlines. Sounds like the second day might not have "grab".

Does the open rate pick up again on any later days?

06-27-2014 07:50 PM #3 Humbleaid ()

Quote Originally Posted by steve from munich View Post
Hey email pros,

I sell stuff via an autoresponder where the user enters his email, gets free stuff and then a sale offer.

I noticed that I get really good open rates on the first mail (80-90%) which is sent directly after the optin and the video on the thank you page is beeing watched well too.
But on the 2nd mail 3 days later, it's more like 30% open rate and even less clicks.

Only about 20% of all people who opted in, click the link in the 2nd email!

Why? The content in the thankyoupage/firstmail is good and egagement is fine.
It's not a squeezepage it's more a long lander optin where the users watch videos etc before they opt in.

Any ideas?
What is so puzzling about this? This would seem like natural behavior.

06-28-2014 02:44 PM #4 vp5005 (Member)

The avg open rates on email is about 18-20%, assuming that it is double opt in, and an in house list. Those are very rough averages, but it depends alot on the content you are putting up. Typically You will see an increment drop with each email sent. However, it seems to me, that given your large flucuation between your first and second email, leads me to believe that your lead magnet or whatever you were offering was quite enticing to the customer, so they opted in, and they recieved what they were looking for, and then there is some disconnect. Here is a hint for you: Try a story telling approach, and leave a cliffhanger at the end of each of the email. You should see some improvements with this strategy.

07-06-2014 10:45 PM #5 bentho (Member)

you'll always have a drop, all you can do is try to keep it as small as possible...

Apart from what has been said before - unless you're really announcing the next email and the date it will be sent, 3 days are a looooong time in the email universe.
Think about how many mails you get in 3 days. If you have not excited them to the Point that they are waiting for your next mail, most of them will probably have forgotten what they have even signed up for.

the storytelling is a good idea, what might work (depending on your product) is to only address pieces of the puzzle in each email.

So the guys sign up because they have a Problem, which can be solved by x, y and z.

First mail - address x. talk about y.
2nd mail - address y. talk about z
3rd mail - address z. talk...

you get the idea.

Give them value, but give them a reason to open the next mail.

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