After 4 months of hustle, my Twitter following grew from 293 to 445. Clockk sign-ups due to social stayed flat.
Pretty lame 😩.
Then I discovered 25,000 “Twitter followers” I didn’t know about 😲.
Until now, I was too afraid to see them.
How many Twitter followers is a newsletter subscriber worth?
A friend of mine asked that question a few weeks ago:
How many Twitter followers is ONE email subscriber worth?— ⚡ Dylan Redekop || Newsletter Strategist 💙💛 (@growthcurrency) January 23, 2023
Peoples’ answers ranged from 6 to over 100. I suggested 25-30.
You probably know where this is going…
Since I launched Clockk 4.5 years ago to solve the time tracking problem, I’ve been adding sign-ups to a Mailchimp mailing list.
Email marketing stresses me out. Marketing stresses me out because I am uncomfortable doing any “broadcast” activities. Email marketing is the worst. Not only am I doing a “broadcast” activity, but it lands me in peoples’ inboxes!
What if I upset them?
What if they get mad at me?
What if they don’t like me 😧?
Unless the contents are valuable, I can’t bring myself to click “send”.
At this point it had been almost 2 years since my last bulk email in March 2021 where I sent a blast to 210 recipients.
By Feb 2023, my mailing list had grown to 1022 subscribers (have I mentioned Clockk’s anemic growth?).
🔔 DING 🔔 DING 🔔 DING
WAIT! WHAT?! I had 1022 people interested enough by Clockk’s promise — no start/stop timers, accurate billing, freedom to multitask as you work, so you get better data to plan your business growth — that they’d signed up for an account!
🔔 DING 🔔 DING 🔔 DING
WAIT! I also have 50 weekly active users, and not everyone uses Clockk every week. I probably already have around 100 super fans!
If a newsletter subscriber is worth 25 Twitter followers, then I have over 25,000 “Twitter followers”.
This week’s experiment was to turn last week’s post about Clockk Insight’s disappointing soft launch into an email blast to my 1022-person list. I will tell everyone that the mailing list will be about building Clockk in public. They will get BIP posts and occasional product updates.
An email blast can have multiple outcomes: unsubscribes, replies, clicks, and conversions.
This is a long-dormant list. Some people signed up 4 years ago and have no idea what Clockk is and who this Paul emailing them is. I expect a 20% unsubscribe rate.
The Call To Action will be for people to reply to the email. I am hoping for a 5% reply rate (~50 replies).
This won’t be a re-engagement email. I won’t ask people to come back to Clockk (yet). I’m just reintroducing myself. Therefore I expect the clicks and conversions will be negligible. A 1% (10 customer) reactivation rate would please me.
I sent the email on Monday afternoon. These are the stats 48 hours later:
How did the email perform against my hypotheses?
Hypothesis: 20% unsubscribe rate ✅
I hadn’t even considered bounces but it stands to reason that a dormant mailing list would have a LOT of bounces. I’ll count bounces as unsubscribes.
The email had 1022 recipients. There were 61 bounce and 49 unsubscribes for a total of 110. That works out to a 10.7% overall unsubscribe rate.
If I compare unsubscribes (49) to opens (349), I get a slightly worse rate, at 14% unsubscribe rate.
Both of these numbers are still below my 20% estimate.
I expect another chunk of unsubscribes with my next email blast.
Hypothesis: 5% reply rate ❌
At the very bottom of the email, I asked:
I’m “opening the kimono” to Clockk. AMA.
Were you surprised by any of my results? Did you think that I would get more signups? Less
What do you think we should do next, instead of Product Hunt and search & display ads?
Reply to me here. Your ideas are welcome. I will read your reply, and I promise to respond too.
I got 1 (one) reply, and it just came in this morning, 3 days after sending. That’s 0.1% of sends and 0.3% of opens. A far cry from the 5% I estimated.
Were the questions buried too far down the email? Were the questions too hard to answer? In the future, I’ll move engagement questions to the top of the email.
Hypothesis: 1% reactivation rate ✅
9 users who we haven’t seen for a long time came back. 1 of 1022 = 1%! If you compare reactivations to opens, it’s 10/349 = 2.9%. Either way, I’m pleased with this outcome.
I consider my first send to my 25,000-member “Twitter audience” a success. The experiment met 2 of 3 hypotheses.
I believe the lack of engagement was because I made the email about me, not about my audience. (Kind of like this post, amirite 😄?) My next email blast will be a much more deliberate attempt to engage my audience in the building of Clockk.
Stay tuned! I’m only just getting started with this build-in-public thing!
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