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Created by
Jon Davey
Social Media Director
Business in Berkshire
01753 852904
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Quality email marketing services
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It is not quantity that counts, it is all about quality... And it was ever thus!
Email marketing today is like every other business and service that has gone before. Today it is all about quality, not quantity. Most things when they are brand new achieve a high interest factor. When we first started pushing out email campaigns to the world it was a brand new technology, we were probably the first company in Berkshire to offer email marketing services. A previous life in sales meant that our MD understood the value of emails sent, opened and CLICKED THROUGH meant that sales calls could be highly focussed the next day. In 2001 we were achieving opening rates of 50%. There were no spam filters, the channels were open and ready to listen. Today everyone with a server is offering a spam filter, ensuring the growth in black lists and ways to prevent unwanted messages getting through. Unfortunately this means that it is increasing easy to find yourself on a black list by simply thinking about running an email campaign! And so fewer messages are getting through and therefore, by simply mathematics, a lower percentage are opened. Best way to increase your percentages is to clean your lists. Remove all those who haven’t opened the emails in some time, say the last 10, 15 or 20 messages. This reduces the number of emails you actually send and therefore your costs. It also means you can expect at 20 – 30% opening rate which will make you feel good!! If you have the time and resources you could always phone up those that don’t open your emails anymore and find out why. Don’t buy in cheap data and bash off an email, this is a sure fire way to land on a blacklist and damage your main distribution channel. Keep things tight, ensure opt in and talk to those that care what you have to say. This will build your business stronger and more quickly than the rapid scatter gun approach. Quality beats quantity any day of the week. |
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