Return On Subscriber – Email Marketing Blog

I am always amazed when email campiagns do not start off with some type of message like “Having trouble viewing this email? Go here.” or “Can’t see the images in this email? Click Here.“

A quality email platform will produce an HTML page for every email you send. When I review “clicks”, the majority of the time the “HTML-version” link is in the top 5-10 of overall clicks.

Something to think about….if your goal is to get them to your website, you are already half way there when they have opened up their browser.

Do you know how often you are emailing your customers and prospects? Frequency is key. We always try to work with clients to help them to establish a frequency calendar. Unitl you look at all of the emails, no matter how helpful you feel that they are, you don’t know if you are over saturating an inbox and slowly killing a relationship.

It used to be that when you wanted to talk to your customers you had to stop them in the aisles, call them on the phone or go visit them. That was fine if you had fifty customers, but if you had lots of customers there wasn

At eROI we have been compiling a quarterly study on the best times of day and day of the week. This data is only based on the results of our customers. Everyone has a sweet spot to target where their audience in most receptive. Is it at work, at home, in the AM, on a weekday? We do not profess that this study is the end all, rather a guide of stastics to plan a review of your own campaigns.

Do you have a plan for frequency? Time? Day of the week, or do you continue the “Shampoo Effect” of Lather, Rinse, Repeat, not knowing that trying other times and days might lead to higher campaign conversions. And does list size and segmentation matter? You bet it does.

Read the study highlights.

A question that I am often asked is, “How often should I send my email newsletters?” and of course the answer is the same, “well, it depends”, but there are a number of questions that should be asked first:

How long does it take you to develop fresh new content?
What resources are available to you?
How often do you do direct mail?

If you are truely doing a newsletter, monthly is a good starting point, if you can get in a rythem and the newsletters are coming easily to you, try more frequently.

If you notice that your response rates – open and click – are declining recently, take a step back and slow it down a bit. This normally helps your response rates

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