When you read studies showing average e-mail open and click-through rates, do you compare your own results to these statistics with glee or chagrin? In either case, you have the opportunity to improve your reaults if you put a laser-like focus on your audience members. Give them content and offers they want, and you have a better chance of engaging them

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Improve your results one e-mail at a time

It’s a new year, and this is the perfect time to make plans to improve results from your e-mail programs by conducting some meaningful tests.

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A three-step game plan to conduct an e-mail audit

Every company has marketing activities it performs exceptionally. For example, one marketer may have superior e-mail creative, while another may have mastered the use of triggered messaging. While we all strive for excellence, it’s a fact that we can’t shine in every area. It’s a good idea to turn your focus outward and analyze your competition. You just might learn something.

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An effective direct mail strategy is based on the synergy of multiple key elements working together to generate cost-effective response – not just one or two tactical pieces. Focus on only one – such as the format – at the expense of the rest, and you’ll dramatically limit your response.

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Recently there has been a great deal of buzz around the idea that “engagement” is a new metric used by ISPs and other mailbox providers to determine mailbox placement. However, engagement isnt new at all.  It has been a part of the filtering mix for quite a while.  The ISPs are simply adding clicks, opens and a few other measure of user engagement to the long list of other engagement metrics that have been in use for a while.

via MediaPost Publications Engagement: The New Frontier In Deliverability? 10/06/2009.

At a time when the corporate world seems increasingly obsessed with digital solutions, legendary direct marketer Ernan Roman has some compelling news for brands: Recipients actually want your traditional mail. Roman says that prospects and customers have been so overwhelmed with e-mails in recent years that the deluge has turned off many of them. It has also made them more receptive to mail.

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Email: You can’t live with it, and you can’t live without it. For a relatively recent business tool, email certainly plays a big role in the lives of office workers. The average business user sends and receives about 170 messages a day…

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If you follow Internet marketing, you’ve likely been inundated with coverage of the importance of search engine marketing, blogs, RSS feeds, etc. Each of these techniques may have a place in your marketing planning, but it’s time to underscore the importance of e-mail as a critical component of your planning.

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Is e-mail communication so successful for your company that everyone wants to get in on the act? In many organizations, the marketing, sales, public relations, product marketing and market research departments all want to develop outbound e-mail communications.

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Say what you want about e-mail. The fact is, it is the backbone of online marketing and communications. E-mail remains the top online marketing channel today, according to Forrester Research. And for good reason. No other channel provides such clear, consistent and, quite frankly, unparalleled ROI.

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