Don’t Miss Leads- Use Mailchimp for Lead Capture
Your lead capture is an important facet of marketing your business or professional practice when you have a web presence. One of the best lead capture tools is a good autoresponder.
What is an Autoresponder ?
In lead capture you want to capture a web site visitor’s name and email address so you can continue the conversation with them in the future. The tool you use is an autoresponder like Mailchimp or Aweber. The autoresponder sends out a predetermined series of email messages you have written in advance that go out automatically over the period you choose. It is important to understand the idea behind lead scoring (https://www.salesforce.com/products/marketing-cloud/best-practices/basic-science-behind-lead-scoring/) to fully grasp what an autoresponder is. These are not messages that are selling but rather are providing useful information to the visitor. One in 10 should be an offer that you think is of value to the reader on your list. The autoresponder takes care of email delivery and making sure your lead capture adheres to all the appropriate anti-spam legislation. People have provided you their trust by giving you their email, so it is wise to honour that trust and provide continuous value so people can know like and trust you.
Mail Chimp has lots of research on Lead Capture and Autoresponders
The Best and Worst Open Rates on MailChimp
“New email marketers often ask , â€œHow should I write my subject lines so that more recipients will open my emails?â€ In order to answer that question, Mailchimp analyzed more than 40 million emails sent from customers through MailChimp, and singled out the ones with the highest and lowest open rates. Then we pulled 20 from each pile, and put their subject lines in a side-by-side comparison. The highest open rates were in the range of 60-87 percent, while the lowest performers fell in the dismal 1-14 percent range. Do you see a pattern below?
Best and Worst Open Rates on MailChimp
Best and Worst Open Rates on MailChimp
|Best Open Rates (60%-87%)||Worst Open Rates (1%-14%)|
|1. [fusion_builder_container hundred_percent=”yes” overflow=”visible”][fusion_builder_row][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][COMPANYNAME] Sales & Marketing Newsletter||1. Last Minute Gift – We Have The Answer|
|2. Eye on the [COMPANYNAME] Update (Oct 31 – Nov 4)||2. Valentines – Shop Early & Save 10%|
|3. [COMPANYNAME] Staff Shirts & Photos||3. Give a Gift Certificate this Holiday|
|4. [COMPANYNAME] May 2005 News Bulletin!||4. Valentine’s Day Salon and Spa Specials!|
|5. [COMPANYNAME] Newsletter – February 2006||5. Gift Certificates – Easy & Elegant Giving – Let Them Choose|
|6. [COMPANYNAME] Newsletter – January 2006 [ *|FNAME|* *|LNAME|* ]||6. Need More Advertising Value From Your Marketing Partner?|
|7. [COMPANYNAME] and [COMPANYNAME] Invites You!||7. [COMPANYNAME] Pioneers in Banana Technology|
|8. Happy Holidays from [COMPANYNAME]||8. [COMPANYNAME] Moves You Home for the Holidays|
|9. ATTENTION [COMPANYNAME] Staff!||9. Renewal|
|10. ATTENTION [COMPANYNAME] West Staff!!||10. Technology Company Works with [COMPANYNAME] on Bananas Efforts|
|11. Invitation from [COMPANYNAME]||11. [COMPANYNAME] Update – A Summary of Security and Emergency Preparedness News|
|12. [COMPANYNAME] Jan/Feb 2006 Newsletter||12. Now Offering Banana Services!|
|13. Website news – Issue 3||13. It’s still summer in Tahoe!|
|14. Upcoming Events at [COMPANYNAME]||14. [COMPANYNAME] endorses [COMPANYNAME] as successor|
|15. [COMPANYNAME] Councils: Letter of Interest||15. [COMPANYNAME] Holiday Sales Event|
|16. [COMPANYNAME] Coffee Exchange – Post-Katrina Update||16. The Future of International Trade|
|17. We’re Throwing a Party||17. [COMPANYNAME] for your next dream home.|
|18. October 2005 Newsletter||18. True automation of your Banana Research|
|19. [COMPANYNAME]: 02.10.06||19. [COMPANYNAME] Resort – Spring into May Savings|
|20. [COMPANYNAME] Racing Newsletter||20. You Asked For More…|
On the â€œbestâ€ side, youâ€™ll notice the subject lines are pretty straightforward. Theyâ€™re not very salesy or pushy or slimy. Heck, some people might even say theyâ€™re boring. On the â€œworstâ€ side, however, notice how the subject lines read like headlines from advertisements youâ€™d see in the Sunday paper. They might look more creative, but their open rates are horrible. Itâ€™s as if those email marketers assumed that subject lines have to jump off the screen and GRAB THE READERâ€™S ATTENTION! or something. Unfortunately, most people get so much junk mail in their inbox, anything that even hints of spam gets thrown away immediately.
So does that mean your subject lines should be stale and uncreative if you want high open rates? Not necessarily. In this study, we actually saw some campaigns that used more creative subject lines (like the ones on the â€œbadâ€ side of our table) but had decent open rates. The difference seemed to be in the expectations that were set for the emails.
For example, traditional email newsletters are for â€œsoft-selling.â€ They build relationships with your customers, and theyâ€™re great if your products have a long sales cycle. Use them to slowly soften your customers for the sale, or to make them feel really good about your brand. If your recipients signed up for these kinds of emails, donâ€™t expect them to be enthusiastic when, out of the blue, you send an email with a subject line like, â€œ10% Discount! Open Now!â€ If youâ€™re sending newsletters, keep your subject lines simple, straightforward, and consistent.
On the other hand, if your subscribers specifically opted in to receive special offers and promotions from your company, there’s nothing wrong with saying thereâ€™s a 10-percent off e-coupon inside. Theyâ€™re already expecting a â€œhard sellâ€ from you. Itâ€™s when marketers send promotional emails to their entire newsletter list when things go wrong. The idea is to create a totally separate opt-in list for those who want to receive promotional emails only. You might even want to segment your promotions list into smaller, more focused groups before you send a campaign (donâ€™t send an offer for purses and high-heeled shoes to the men on your list).
The Secret Formula for Subject-Lines
So whatâ€™s our advice when it comes to email subject lines? This might sound dead-simple, but here you have it: Your subject line should (drum roll please) describe the subject of your email. Yep, thatâ€™s it.
Always set your subscribersâ€™ expectations during the opt-in or lead capture process about what kinds of emails theyâ€™re going to receive. Donâ€™t confuse newsletters with promotions. If your email is a newsletter, put the name and issue of the newsletter in your subject line. Because thatâ€™s whatâ€™s inside. If your email is a special promotion, say so in the subject line. Either way, just donâ€™t write your subject lines like advertisements.
When it comes to email marketing, the best subject lines tell whatâ€™s inside, and the worst subject lines sell whatâ€™s inside.”