Log In
Members
Home
Add Reply
Add Topic
Topic RSS
QuoteI'm working through the Music Ads Workshop, and I wondered if you have any views/advice on the next steps in a campaign, please.
We've been building an artist's list for about 18 months. It's been slow and steady, mainly because she is young and is only just creating her music to sell. She released a debut EP in the summer and has released a longer, special edition physical CD just now. Our campaign has been to sell the physical CD to her list online via Kunaki.com.
The numbers for this last phase of the campaign are:
Email 1, sent to 524 subscribers, 145 opened (27,8%), 18 clicked
Email 2, sent to 521 subscribers, 143 opened (27.5%), 16 clicked (limited time offer)
Email 3, sent to 518 subscribers, 127 opened (24.6%), 8 clicked (final reminder)
Total sales were just 10 CDs.
How does that look to you, statistically, for open rates and follow-throughs?
I imagine that some of the subscribers have lost interest altogether, but others may need waking up, so I am planning a bit of retargeting.
What I have in mind is to create a custom audience from the list and send ads to them, to try to encourage them to click and buy the CD.
I can see how to do that, but I'm interested in your advice, in particular whether we should engage the people who opened the emails (but didn't buy) differently from the ones who didn't open the emails?
My assumption is that the ones who opened the emails are slightly warmer than the ones who didn't, so they might respond to a straightforward reminder that the CD is available.
Will the ones who didn't open the email need a bit more warming up, eg sending them to a blog post etc first, or is it sensible just to send them an ad that clicks through to a purchase link too?
One more thing, as the sales are handled by a third party (Kunaki) I can't put a pixel on the sales page. I will know who buys, but I won't know who goes to the page but doesn't complete a purchase. I don't think there's much I can do about this, but I thought I'd mention it.
Have I missed anything, and what advice do you have?
Deb x
10:29 pm
June 7, 2011
Offline
Hey Deb,
The open rates are a bit low for new subscribers. If email #1 is the download email then 27% is incredibly low. It should be more like 80% - 100%. A 2% sales rate is not so bad. But it should be higher. It's easy to see how it would be if the open rates are better. This could be because of the subject lines, or a disconnect between much of the audience once they listen to the music and get better acquainted. More likely the subject lines. If the download email only has a 27% open rate then I'd go as far as to say it sounds like something is physically broken in the system, or you are using language that is scaring people such as the word "subscription". If that is actually the second email then 27% is more plausible, although still not good. It should be up closer to around 50%
However, the most glaring issue I can see is that you only have 3 email in your system. It sounds like you have a download email and then you go right to the sale. A lot more should be done to build that relationship with content before going in for the sale.
In terms of retargeting, you can segment everything out and create really advanced funnels. You could also manually upload customers to an aweber list and then send them to a download page of some sort (perhaps a bonus) just so you could pixel them as customers...
However, I tend to think that all sounds too complicated and will become too much to manage right now.
Instead I would use the basics. Drive cold traffic, use retargeting to move people through the funnel and don't worry if it's perfect or not, and then promote posts when she has new content to share. Keep it simple. At least for now.
Hope that helps.
Having trouble with your marketing? Wish you could have an experienced direct-to-fan marketing expert look over your actual campaigns, music, or content and offer feedback? Or perhaps you’re just looking for a little one-on-one assistance so you can ask questions that pertain to your specific goals and get a second, more experienced, perspective? Click here to book a session with me now.
1 Guest(s)
