April 22, 2014

Last Chance Email Messages

97% of the folks in the email marketing community are trying to do their best - they're limited by company strategy and customer apathy.

I know, it's hard. You have half your list who never bothers to pay attention to messages. It's easier to just get rid of them ... boom ... your metrics improve (but sales don't improve), and you can tell your boss you improved open/click/conversion rates. You get a bonus. Woo-hoo!

There's two alternate strategies we can employ.

  1. Don't anger your customer - simply reduce frequency quietly. Why publicly suggest that you no longer value the customer enough to deliver an email message that costs $0.003 apiece to send?
  2. Test your way into a 200% increase in open rates and a 100% increase in click-through rates (click here to read the article).
Try something different - be creative - test strategies among customers who never open/respond. You may just find that you were boring the customer to the point of apathy.

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