Re: Emailing -measuring response

From: Rob Frankel <rob_at_robfrankel.com>
Date: Thu 05 Jun 2003 08:08:07 -0500

At 9:47 AM -0500 6/4/03, Jonathan Tascher wrote thusly:
>I work for a company that offers courses, both online and live
>for adults (including executives). I send out our emails daily
>(about 150k). Here are the tips I can give you:
>
>Personalize the emails.

Agreed. The Learning Annex is successful, so I'm not taking anything
away from John's gig. He's going after end-using consumers. I use
e-mail marketing very successfully to a totally different audience:
CEO's and management, so my tactics are way different.

>
>Include minor HTML

TOTALLY DISAGREE. My experience has been that any HTML immediately
telegraphs that you're here to sell, and terminates credibility.
Most e-mail readers will hypelink anything that starts with
http://www. or anything immediately following mailto:xx That's as
much as you need and it doesn't require HTML.

>
>Include easilly memorable information that will allow a customer
>to register once they have closed the email. For example, call
>us at 1-800-MY-COMPANY and mention the coupon "EMAIL." This way
>you can track the success of the email on people who don't register
>immediately.

Easily memorable, yes. But hitting them with coupon copy, again,
becomes a clear selling issue, which is what most people object to,
taking your e-mail over the line into the spam zone.

--
Rob Frankel, "Yes, I really do turn users into evangelists for your brand."
Big Time Branding (SM) http://www.RobFrankel.com
How to Send Unsolicited E-Mail and NOT be a Spammer:
http://www.RobFrankel.com/store
The best biz discussion list on the web: http://www.FrankelTips.com




Received on Thu Jun 05 2003 - 08:08:07 CDT