Today I received an interesting question from a client. We have an automated re-engagement campaign with two messages in the sequence.
She sent me complaints from two people who received the second message saying that the text had triggered mental triggers and that they were disappointed and no longer wanted to stay on the list.
Here’s what I wrote to her:
“The fact that people are responding is a sign that the message has stirred something in them. It may not be bad at all.
So far, 378 people have opened this second message, and 138 clicked on it (and were “rescued”). A CTOR of 37%, which is excellent according to this and this references.
So, before deciding whether we should change the copy, it might be worth looking at the amount of negative feedback versus the number of people who opened the email because two negative responses out of 378 openings mean 0.5% — which seems quite acceptable to me.
What do you think?”
