Okay, so last time we looked at some of the technical stuff. So what? I mean we can send out the technically correct emails, but we’re still not getting the responses we want. How do we improve that? Well, how about saying something of interest to ME, the recipient.
Studies by ExactTarget show that 67% will provide their email address for discounts and promotions. 55% will do so to get a “freebie”, 50% to get updates on upcoming sales and 45% to get updates on future products. So, people consider emails as an accepted method to engage with brands.
To talk to ME you must have something compelling to tell. In other words, it’s the content. The subject must be relevant and focused on what ME wants. It must per personalized to the degree that you know not just ME’s name, but also who ME is and what ME wants. It should be centered on An Event – 71% higher open-rates and five times higher ROI than a standard weekly newsletter according to MarketingProfs. Next, you could try a Cross-channel strategy. These yield a 143% increase in response rates.
So, the term, “Email Blast” is dead. Long live “Email Marketing”. Long live compelling, targeted messages composed through data driven insights with relevant information.