Best Practices in Email

I’m always amazed when I see studies that show that the majority of marketers are not doing things right.

Most companies don’t understand search engine marketing; most don’t use
web analytics well. But the numbers reported by Silverpop surprised me,
because email marketing has been around for so long. I thought more
retailers would be using it effectively.

Most marketers don’t use common email features such as
personalization, dynamic content and advanced layout/design, according
to Phase II of Silverpop’s “2005 Retail Email Marketing Study,” which
compared message content and creative design of 175 major retailers’
email campaigns, writes
ClickZ. Personalization, among the easiest tactics, was used in fewer
than 5 percent of emails; and 27 percent of messages did not have a
specific call to action.

Also, only 25
percent of messages included a discount offer; and fewer than 20
percent of messages sought to persuade recipients to buy an item for an
event or holiday.

First question to ask yourself? Am I using personalization in my
emails? It is “among the easiest tactics.” I once saw personalization
(of both the subject line and email content) increase response rates by
400%. So personalize!

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3 Comments

  1. Kristin

    I love your blog! I accidentally happened upon your sight the other day, and now I’m hooked! Your blogs on marketing have been fabulous–I have really enjoyed the information. I’m very curious to learn more about you and your business–I’m a business student (marketing major) and I thrive on business, what makes it work and fail, how people turn the products of their minds into something tangible. Keep writing cool stuff–I’m starving to learn more! =)

  2. There are a number of valuable targeting and relationship building techniques — both online and offline — that are under-used by marketers. In addition to personalized e-mail, which you mentioned, there’s personalized Web content, personalized e-commerce, and integrated postal mail and e-mail. One of the main reasons these are under-used is that it’s hard to see their actual economic benefits. The new Peppers and Rogers book “Return on Customer” provides good high-level guidance on how to actually measure the costs and benefits of each customer.

  3. Gabe Larsen

    Working in a company where email is the number two way of communication, I have found the importance of personalized emails with the use of spell checker. I was recently dealing with a bigger client of ours in Sandy, Utah. He plays a major role and has played a major role at the company Arkona for the last couple of years. Working closely with him and convincing him that insidesales.com was the right solution for their sales tracking software, was no easy task. After three months of demonstrating our product, showing its’ strengths and weaknesses, and sending out 4 proposals, he was ready to sign. He called me one day and asked to send him one more proposal and he would sign it. I was in a hurry and did not take the time to personalize the proposal. Not only did I slip there but I misspelled his first name. I sat on the phone the next morning with him for 30 min as he told me very nicely that that kind of incompetence would lead to a deal breaker. Long story short….two weeks later he signed. I however, never forgot and never will forget the importance of personalized emails with the use of spell checker!

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