Why should I open your email?
Thursday, June 19th, 2008What’s in it for the receiver if you’re only sending them things that you want from them? Make it relevant.
Here are 4 easy tips you can do today.
1. Insert two to three relevant messages into your promotion calendar. Include a few tips to help readers save on their grocery bill, how to clean the bar-b-q, or be more productive at work (order groceries on line). When readers find value in your messages, they are more likely to open the next message, and so on.
2. Personalize. Using your customers names yield a 47% higher open rate.
3. Segment your list.You can do this by new subscribers, what customers purchased in the past month (by product or manufacture) or who hasn’t opened or clicked in the past three months. When you send a relevant follow-up message it can boost the response rate by up to 600%.
4. Use the data you have. Would knowing birthdays let you celebrate with your customers and forge a deeper bond? How about shopping history so you can let them know what they buy is on sale.
When you create more relevance for subscribers they will reward you with higher response and attention. As soon as you can start to show some results from these small tests you will be in a much better position to make the case to expand. Then you’ll be able to really start driving customer acquisition and retention via a cost effective sales and marketing tool.
-Rebecca
