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Tips to Get Your Email Opened and Read

DoubleClick’s newly released 2004 Consumer Email Study gives some interesting insight into how e-mail recipients feel about receiving marketing related e-mails:

• 54% said they would like e-mail to replace telemarketing
• 45% said they would like e-mail to replace in-person sales calls
• 40% said they would like e-mail to replace direct mail

According to Jupiter Research, 71% of U.S. online advertisers used e-mail marketing in 2004. And another 12% plan to start using it.

So how can you take this information and apply it to your own e-mail marketing campaign?

1. Include Your Brand in the From Line

DoubleClick states that “64% of respondents cite the “From” line as the most important factor motivating them to open permission-based email.”

Make sure you use a From Name and Address that includes your name, company, product or service name – whichever the recipient will know best. Your brand in the From line assures the recipient that the e-mail is coming from a reliable and trusted source.

2. Include Your Brand in the Subject Line

Another good idea would be to include your brand in the Subject line of your e-mail, especially if the From line does not contain it.

3. Test the day of the week and the time of the day

Tuesday through Thursday have been considered the best performing days for quite some time. However, new surveys indicate Monday may be the new favorite. Also, your e-mail may have a greater chance of being seen from 8:00 A.M. to 10:00 A.M. or 4:00 P.M. to 6:00 P.M.

4. Customer Interests

According to a DoubleClick study, from the recipient’s point of view irrelevancy can easily turn a good permission-based e-mail into spam. Take the time to learn more about content, relevance and frequency by enabling your visitors, clients, customers or members to choose what kind of information they would like to receive from you.

There are many ways that your web site can play a more productive role in your sales and marketing effort -- just one of these is an effective permission-based e-mail program.

Give us a call and we can help you identify an Internet program that will support your own set of business goals -- within your budget and technology comfort level.

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