How To Consistently Get 40% Open Rates (And The Power of Influencers)


Most marketers are happy with open rates between 18-20%. But for Melanie Balke, a marketing consultant specializing in ecommerce, available rates any lower than 40% means there’s a huge opportunity.

And it starts with segmentation. The problem is that most people need help figuring out where to begin regarding segmentation.

They get so overwhelmed that they keep firing off emails to their entire list.

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But your buyers are in different stages…

Just think about how you interact with people in your personal life. What you share with your closest friends is entirely different than what you share with acquaintances.

When you start to think about your customers that way, your open rates will be higher, and your conversion rate will increase too.

Because you’ll be sharing hyper-relevant messages with the people getting them, we asked Melanie to share how she thinks about segmentation and interacting with customers.

Please feel free to tune in below.👇 You get your podcasts on Apple Podcasts, Spotify, Stitcher, or anywhere.

In this episode, you’ll learn:

  • Melanie’s playbook for working with influencers.
  • Why you should shoot for 40% open rates with your emails.
  • How to use email and text messaging together.
  • How to calculate what you should be spending on ads.

What to listen for:

  • [2:04] The most significant mistakes she sees ecommerce marketers making.
  • [7:45] Tips for getting unique content for social.
  • [10:03] How to find influencers.
  • [12:40] How to pitch influencers.
  • [13:55] Why a 40% open rate is Melanie’s target for every email she sends?
  • [19:40] The best way to use text messages.
  • [26:27] How to start with segmentation.
  • [28:06] Knowing what to spend on ads.
  • [31:56] Why your creativity is the most crucial aspect of your ads.
  • [34:18] How to test creativity before putting any budget behind it.

Links to love👇👇


This article originally appeared in the Privy blog and has been published here with permission.

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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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