Glass slippers for Email?
I was only able to hear the last bit of the
“Email Cinderella” panel at Ad:Tech San Francisco. I honestly can’t tell you what the Cinderella connection is… something about turning your email campaigns from an ugly duckling into a swan. Talk about mixing fairy tales.
I did hear some helpful content in the short time I was there and intend to review the slides.
First, how is this for a clear value proposition:
“We
guarantee that we will increase your response rate by 50%”
This is the promise made by Barry Stamos, the panel moderator when he was with a company called Inbox. They never had to refund anyone’s money.
Two companies recommended for increasing your ability to deliver email:
TIP: Place the following three things at the top of an HTML email before any graphics:
- Primary offer
- “Add us to your safe sender list”
- “If you can’t view this, click here”
Trusted Third Parties
Incorporate trusted third parties into your email.
- Customer Testimonial
- Ratings and Reviews
- Organizations like Verisign
If you’re new to email marketing:
- Use a 3rd party tool to manage your email campaigns
- Grow your opt-in house list. This is the best source of effective email addresses.- Simply putting a quick signup form on your site can drive house list growth
Preference Centers
Give subscribers a place to modify their preferences, not just opt-out. This will reduce unsubscribe rates.
- Let them choose the frequency
- Give them industry or topic options
You can almost look at a preference center as a demographic survey of interests and desires. Nice.
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