With the rise of “growth hacking” in recent years, businesses – especially the tech world has been all about “doing more, faster”. You’ll see headlines like “How X Company raised $300,000 overnight” or “How Y Company grew a contact list of 25,000 in a week”. These success stories are great – in fact, it’s inspiring to see how much we can do with minimal resources and a small budget. It also motivates healthy competition with fellow industry leaders, causing others to get scrappy and think of more clever ways to achieve maximum growth in a minimal amount of time. When it comes to email though, balance is key. In 2015, e-commerce retailer Of A Kind built out their contact list with quality in mind and saw it pay off big time. Their open rates increased by 23%! Just what did they do? The Of A Kind team focused on two things:
Putting their customers first
Of A Kind is passionate about building products and creating content that their customers love. The same goes for their email strategy – they wanted to make sure they were speaking to the right customers with the right type of content. Did you know that when used the right way, email acquires a significantly larger number of customers than social? Almost 40 times that of Facebook and Twitter combined.
Cleaning their email lists regularly
60 percent of the average contact list is inactive, which means that more than half of the people you think you’re speaking with might not even be listening! Of A Kind cut through that extra noise by regularly removing users who have not shown interest in receiving content anymore, segmenting out users who have not opened or clicked in the past three to six months. This allowed them to focus more efforts on listening to how engaged customers were interacting with content.