Know-How Exchange : E-Marketing

You're getting slightly less than a 10% open rate. That's not a bad number in general. Other than that, your subject line needs to promise a benefit to the recipient. And you better check to make sure your message is not getting filtered as spam.

But your biggest problem is not being allowed to use other mediums like direct mail. Big mistake.

Here are a few tips I have pickup up on over the years that really impact whether an email gets opened:

1. Make sure your e-mail subject line offers something worth acting on now, and redesign email messages for users who use the preview pane and block images.

2. Make sure your e-mail "From" line displays your company name.

3. Size does matter. Keep the file size as small as possible.

4. Three days after an email was sent, re-send the email to any recipients who hadn't opened it the first time.

Since there are only 66 on the list and 6 opened - call the other 60.

I assume you are using Freshview MailBuild.

Spam filters may be catching the email so the contact doesn't even see them - use a Spam checker before sending. Here is a free spam checker: www.inwisedesktop.com/Free-Spam-Checker.aspx

I agree with other comments related to proper email structure, title, From etc.

Great advice so far. I would also add that you should look at who you are sending to. Are they the right roles within the organization for your message?

Also, newsletters work better if they are opt in. I know that isn't always possible. However, are you giving your prospects a chance to opt in? For example, if you have a website, make sure you have an option to opt in prominently displayed on the site.

Never assume that it's not opened. The preview function in Outlook often makes e-mail appear to be deleted without opening. For that reason, always try to write just enough for the preview window. Add links at the bottom.

Few sales people close a deal on the first try. These are sales pitches. You might have to send month for 6 months before you get a response. It depends on the buying cycle in your industry.

Michael

1. Experiment with different subject lines until you find the one that gets most results. This can make a huge difference. But be honest. Dishonesty and misleading people puts people off seriously.
2. Call as many people as you can and request them for permission to send them emails. Tell them why it will benefit them to read your mails, and tell them what the subject line will be.
3. Create multiple ways for people to opt in.
4. Create a blog and an RSS option also for them to pick up your message without it coming to their mail box.
5. Experiment with a text only mail with links to the contents on your website or blog.


Each one of these points will get you a little further along. Because emailing costs less of course everyone and his brother would love to use that as the primary medium but that is also the reason why response rates are so small. Too many emails.

Hope this helps. Good luck!

Can you get a bigger list? 66 is very small. Go to www.jigsaw.com and see if you can develop a larger list.

Also you might try sending helpful information in the form of a white paper or report.

10 percent is actually no so bad for a larger list, but for 66 it is. I would work on content, subject line and in targeting better.