Know-How Exchange : E-Marketing

A couple of points have been made here that bear repeating and a couple that haven't:

1) 30-35% may seem low, but actually for a B-to-C it might be pretty good considering all the variables.

2) What are your goals and objectives? They need to be deeper than just "have a high open rate", because the reality is if you don't have a strong "call to action" nothing measurable is going to happen anyway.

3) It sounds like your subscribers are not necessarily your customers i.e. they may have rented apartments through other channels. Email marketing always works better with existing customers than prospects. The value is in strengthen and deepen the customer relationship - getting them to buy more, and to do so more frequently, and if they aren't/can't do this to then do the next best thing which is tell their friends about you.

4) This "Tell a Friend" is something you may want to develop into your newsletter. Give current subscribers an incentive to "Forward email to a friend", and give people an incentive for signing up.

5) Asking your Customer Panel what they want to receive for content is a good idea. What you think they want and need and what they really want and need are very different.

Deep subject, hope this helps & if I can help more, let me know.

Hi
as the above answers show, it's never that simple....

To give a full answer, we'd need to know more of your response data than you'd want to share with us :-)

have a read of Jim Sterne's white paper on e metrics - that'll give you a very clear steer on what you should be measuring.
https://targeting.com/whitepaper.html

hth

Will Rowan