Email marketing response
There are just four possible responses to a direct marketing email. Such simplicity is all but unique in email marketing but do not despair. If you want to increase your knowledge of those on your email lists and classify them more accurately you will have to go a lot deeper.
Eventually, and sooner than you might think, your entire definition of success with change. A dip of 0.2%, probably unnoticeable in other forms of marketing, will be something you will pick up on and address. A slight rise in the rate of click-throughs, a reason to rejoice, must also generate an investigation as to why it occurred. To increase the size of your email lists and profits, detailed assessment of returns is an essential.
The first response in not one at all. The email was not opened. The only reason is not that the recipient has not been caught by the subject line. It might have been delivered at a poor time. Try resending the email, splitting recipients between a change in Subject and a different time.
If the recipient opens the email but does not click through to the landing page then do not be too depressed. They have shown themselves to be receptive to the offer so another as a follow-up should be considered. If the overall figure is higher than anticipated then ask yourself if the creative side of the email is at fault.
A recipient who clicked through but did not buy should be seen as one that got away. They showed themselves as interested in the offer but for some reason passed it by. There are a number of possible causes.
The immediate suspicion is that the fault lies in the detail: the product specification was not sufficient to entice them or they saw the offer price as unattractive. A sale generated by a slightly enhanced offer a little later might show the second to be likely. However, remember also to ensure that the email was not confusing. Did they expect more or something different? Ask yourself if they might have felt misled. Care should be taken to avoid this as it can generate unsubscribes.
Another possibility is that you are giving them more than one reason to click through, perhaps an encouragement such as a prize draw entry on the landing page. For your statistics to be meaningful you must ensure they are pure.
If you struggle for the reason for their refusal to take up what you consider to be a generous offer then do not ignore the obvious way of finding out. Why not send them a standard email asking them why?
The remaining option is for them to actually buy the item. However, it does not end there. A customer who has shown themselves to be susceptible should be looked after and encouraged. Consider a generous additional offer as a way of thanking them. A certainty must be an entry on your email list database to ensure that the need for consumables or replacement products will be highlighted in good time.