When you subscribe to your competitor’s email list, you can glean a lot of information by paying close attention to what they send, how they send it, when they send it, and more. With just a little observation, you can use this information to improve what you are doing too.
- Best Day to Publish – What day does your competition send out emails? What time do they send them out? If you notice a trend in timing, they have probably researched what time is best for the audience. Try matching their day or sending yours out the night before to find out if you get more traction from your list members.
- How Often to Publish – How often do they send emails, and how long are the emails? If it seems like they send out an obsessively large number of messages, there is likely a reason, especially if they have been around a long time. Studies show that you must connect with your audience between 7 and 14 times to build trust, so don’t be afraid to match their frequency.
- How Often They Make Offers – When you analyze the email, note the type of email sent and the date and time. How often and how aggressively are they making offers to the list members?
- The Type of Offers They Make Most – As you look at the offers they’re making within the email messages, what type of offers are they making the most? Are they promoting affiliate products more than their own unique products? Do they promote a specific product more often than new ones?
- Affiliate Programs You Can Join – Click through the email offers to find out if it’s an affiliate product or one of their own products. You’ll know by the domain it sends you to. The affiliate offers are usually programs that you can also join. If they are promoted a lot, it usually means they’re getting profit out of it.
- Target Audience Information – Pay attention to the words, phrases, and headlines used in the email. This can give you a lot of information about the target audience they’re trying to reach and help you improve your own targeting.
- Email Design and Look – How does the email look, and how is it designed. Some audiences prefer text-based email, while others like fancy graphical emails. Which does this competition use, and can you determine why?
- The Kind of Value They Deliver – As you read the email messages, do you perceive a value in them? The best email messages are helpful to the audience member, which encourages them to keep opening the messages.
- Their Brand Identity Positives and Negatives – Break down their branding so that you can improve yours. What are they doing well, and what do they need to improve?
- Keywords They Use – As you read headlines, subject lines, and the words used in the messages sent, see if you can identify keywords they’re using in their content. These are keywords you can also use.
Using the information you learn from your competition’s email list will cut down on the time it takes you to succeed with your email marketing too. It can take a little time to build your list. Half the problem with sustaining the list is knowing who, what, when, why, and how you’ll send the information.
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