Changing methods never comes without some repercussions.
On "All Things Workplace" Steve Roesler is dedicating a whole category on the subject "Creating Changes and Smooth Transitions". The main train of thought on his latest series (4 articles so far) is how to get others on board when the change instigator has a mile-long head lead.
A week ago I mentioned working with (more testing out) the online software program of AWeber that will make my life as 'marketing' manager more easier (with a bit more automagical auto-responder emails to our prospects). I'm getting to grips with all the features the online program has to offer and I must say, I didn't find it that hard once you know the sequel you have to follow to start an email campaign.
On a monthly base we as Wood You Like send out an semi-automated newsletter and one of the features of AWeber is doing that fully-automated. Only thing is though, our existing newsletter readers have to confirm their subscription. Re-register their interest in our news, because we, as company, are changing one of our methods to communicate with them. We know it's for the better, but - and this is the reason for mentioning Steve's series - we are also miles ahead in this particular 'change-process'. Will our readers 'catch-up' with this and how quickly?
No better way to find out with a small test-group. I've just finished reading (on recommendation of the 'good doctor') Influence: Science and Practice
Counting on that human trait I mailed one group of 100 of our readers with a small newsletter, requesting them to re-register their subscription. The email contains a link to our newsletter page on the website where they have to fill in their name, email address and click the button "Sign me up!". Then an automated request to confirm the re-registering would follow, with the request to click the link embedded in that email. All in all 5 actions, very kindly asked, but 5 separate action nonetheless.
Another book (“The Secrets of Word-of-Mouth Marketing”
So I decided to test out if the combined ideas of consistency and shortening the decision cycle would make a difference to the number of re-registering readers. In AWeber I created a new campaign, edited the request confirmation email text to explain very shortly why the receiver was requested to click on the link in the same email to re-register for our newsletter - imported a different group of 100 existing readers to the online software and waited.
That was Friday afternoon.
Same wording used in our kind request, only the number of actions to take is different.
A clear winner - in this catch-up race for change - is showing its face: but is it laziness or life made simple?
The results so far:
3% of group 1 (5 actions) re-registered versus
25% of group 2 (1 action)
You tell me?
Karin, thanks so much for the nice mention of the series. Should be back in action later today or tomorrow (Monday).
Trying to Keep It Simple....
Posted by: Steve Roesler | October 07, 2007 at 05:14 PM
Good to see you've tackled automation - it has to be the right solution to mailing customers and prospects in accordance with their expectations. But there's little 'rhyme or reason' to how some people react to this! Just keep testing,and monitoring the results and conditions, and the reasons will appear.
But then perhaps you should also wait until the rugby is finished - too many distractions to get a good result just at the moment I suspect!!
Posted by: Richard C | October 07, 2007 at 05:31 PM
Hi Steve
HopeBarbara is all right, looking forward to more of the series.
Hi Richard
I'm all for testing further, main aim is to find the best way (or giving readers multiple choices for re-registering).
As for rugby....sure there are loads of 'reader's - like me - woudlnt' know a rubgy ball if it hit them ;-)
Karin H.
Posted by: Karin H. | October 08, 2007 at 09:12 AM