Q: I’ve been getting a poor response to marketing emails. What can I do about it?
Aug 19 2008
Answered by: Chris Lindsay Ask a question
If you have bought a marketing list it will probably be of variable quality. You should expect some sort of “data drop-out” – in other words, the company or person may not exist anymore, or they may have changed their email address. It may be worth trying to negotiate a deal where you only pay for the email addresses that don’t bounce back.
Make sure you deliver your email messages from a system that’s set up to deliver emails. If you use a personal email address your messages are likely to be picked up by spam protection software and may be blocked.
Your message must be relevant, otherwise it will look like spam. If people have signed up to something then be true to whatever it is they signed up to. Remember, they’re only a click away from unsubscribing.
Finally, consider setting up ‘test cells’. Split your email list in two and send different messages to each half. Or send one group emails every fortnight, and the other half every three months. You’ll soon find out what works best.
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