If you’re looking for a case study on email marketing that reveals step-by-step how I doubled a client’s open rate and made him more sales than his last 12 newsletter issues COMBINED… Then you’re in the right place.
Best of all? You can apply the one simple tip I share in this email marketing case study to your business in just 10 minutes:
CONTEXT:
The client is Nick Freiling at MR4S.
• Nick sells a “productized service” in the marketing niche.
• He has about 6,000 people on his email list.
PROBLEM:
Nick was experiencing:
• Low open rates
• Underwhelming sales
• Poor engagement (i.e., no replies or clicks)
SOLUTION:
First, we had to get clear on what the root cause of the problem was.
Because I gave Nick this solution on a 10-minute consultation, I assumed he had a:
• Well-defined customer avatar on his list, and;
• A product his avatar wanted to buy.
(if you don’t have a good market and a good product, then nothing I could have said or done would have saved him!)
So…
Was the root cause of Nick’s issue:
• His email copy?
• His sending frequency?
• The health / quality of his list?
(Or something else altogether…?)
To find out, I asked Nick to share his screen and jump inside his email software…
The key takeaway from this case study on email marketing:
When he showed me some of his past newsletters, I knew right away that he didn’t have an “email copy” issue.
His emails were:
• Well-written
• Well-formatted
• Valuable and attention-grabbing
So the solution to his problem was not, “write better emails“.
And he told me he was sending at least one email per week. So, “sending frequency” wasn’t a critical gap.
But then I asked him a question that exposed the root cause:
“Nick,” I said, “do you blast out your newsletter to EVERYONE on your list?” 👀
And he said yes.
“A-ha!” I thought. So his problem might be LIST QUALITY.
How to segment your email list by engagement:
Some users on your list are more engaged than others.
And if a user becomes unengaged, they stop opening and clicking on your newsletters. Then, over time, your emails start landing in their spam box or promotions tab. Which creates a negative feedback loop…
So I advised Nick to create an “engaged” segment in his email service provider (ESP).
In particular, I encouraged Nick to send an email like he otherwise would have… But ONLY to those folks who have engaged with his newsletters in the past 90 days.
This engaged segment turned out to be only 1,600 people (versus the 6k total subs on his list).
But here’s the thing…
Those 1,600 people were more engaged than the 4,400 other folks on his list.
So it makes sense that this engaged segment would be more likely to:
• Open
• Click
• Buy
…from his emails. Right?
Well, that’s exactly what happened!
RESULTS:
The marketing email Nick sent out to this smaller segment of users drove more replies and sales than his last 12 newsletter issues COMBINED!
In fact, it got more than DOUBLE the open rate of his other emails.
So if you want to learn how I create email campaigns that get results like this for Nick, and dozens of others,
And discover how to:
• Write better emails
• Get more replies and leads
• Ignite a SURGE of sales in just 30 days
…or you pay $0?
Then check out my 1-on-1 email marketing coaching program.
Or join my free email newsletter where I share regular tips to help you make more money with email marketing. (Note: if you sign up today, you’ll get instant access to another case study on email marketing where I break down how I helped a coach land 130 booked calls (or $148,200 in revenue) in 90 days – by sending one email campaign per week.