Question

Topic: E-Marketing

Peer Review

Posted by Anonymous on 4/10/2008 at 10:11 AM ET 25 Points
Is there anyone who would be interested in doing a peer review of sorts? I am looking for someone to review my mailings before I send them out. I've posted in the past about not getting many people to open our marketing letters that we email out. We've revamped the letter and the subject... still having issues...
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RESPONSES

  • Posted by Inbox_Interactive on 4/10/2008 at 10:21 AM Accepted
    If you are initially concerned with the open rate, then the content of what you're sending (technical aspects aside) doesn't have much to do with that.

    When people get an email, they have only two data points to consider when deciding whether to open or delete: the sender and the subject line.

    If the sender is someone they don't recognize or don't believe is real or credible, they will probably delete it. If the subject line looks commercial and of no interest, they will probably delete it.

    What open rates are you getting that you think you're underperforming? Remember that if someone has images disabled, they will not register an open for you, even if they really do open the email and read the text without being able to see the images.

    Of course, the other factor is just plain old deliverability. Where are you sending the email from? Have you taken the steps necessary to maximize your deliverability?

    - Paul
  • Posted by michael on 4/10/2008 at 10:24 AM Accepted
    I might be interested but it depends on the industry.

    XXX stuff isn't my style

    Michael
  • Posted on 4/10/2008 at 10:52 AM Accepted
    Suggestion- Perhaps you could put the letters content (or a sample) here in this post, and let everyone do a review. That would give you an idea of what style each marketer/writer has, and what fits with you and your company.
  • Posted on 4/10/2008 at 11:30 AM Author
    Thanks for all the great feedback. Our intent is to have a very short, simple letter and drive them to our website for the big picture of what our firm does. We send this out thru mailbuilder. It's an inexpensive tool we have been using to do email blasts. The president wants to do this solely over email, no mail distribution blasts. We have had templates built to put the content into.
    Here is a sample of our last letter:
    The subject line was: Do You Know What Your PBM is Delivering
    Our target recipients are various employer groups across the board. No one market in general.



    April 8, 2008


    Trivantage Pharmacy Strategies, LLC is an industry leading pharmacy benefit consulting and Rx claims auditing firm that provides contract validation services for Fortune employers, health plans, union groups and coalitions.

    For calendar year 2007, Trivantage audited over 56 million pharmacy claims representing in excess of 3.8 billion in drug spend and achieved recoveries of 10 million (0.18 per claim avg.) for clients.

    The following is a sample list of clients who we have provided auditing and pharmacy consulting services for:

    Kohl's Department Stores
    Assurant Health
    Guardian Insurance Company
    AFL-CIO Employers Purchasing Coalition (AEPC)
    Michigan Education Special Services Association (MESSA)
    Circuit City
    Principal Insurance Company
    Trustmark Insurance Company
    For additional information, please take a few moments review the Trivantage website at www.trivantageps.com.




    ©2008 Trivantage Pharmacy Strategies, LLC.

    This information is confidential and proprietary to Trivantage Pharmacy Strategies, LLC. This information shall not be copied or made available to any third party without the express written authorization of Trivantage Pharmacy Strategies, LLC.
  • Posted by Inbox_Interactive on 4/10/2008 at 11:34 AM Accepted
    I don't think you will get much response from this. It's really just an ad, and while you've hinted at the benefit, it's not as overt as I would suggest.

    Why not make a case study out of some of the clients and offer it up as a white paper or something as part of a lead generation effort?

    Also, asking people to visit your home page is almost a waste of time.

    Your email should have a specific offer and a specific landing page to fulfill the offer and capture leads.
  • Posted on 4/10/2008 at 5:44 PM Accepted
    I would be interested.
  • Posted on 4/11/2008 at 9:58 AM Author
    Please keep in mind that the email is set on a template, it's really not this bare. But I get what you're saying as far as the content goes. Thanks!
  • Posted by Jonas_2.0 on 4/14/2008 at 11:31 AM Accepted
    Agree with Inbox_Interactive and Gabriella about personalization, etc.

    Couple of thoughts:

    1) Don't ask a question in your subject line. Doing so gives prospects a chance to say "no" before they even open. Subject line should be a benefit statement or an offer.

    2) Copy should state clear benefits to the prospect. Copy as written does not communicate any benefits or competitive advantage. Seems like your advantage/benefit is "experience" based on the amount of claims, your blue chip clients, etc.

    3) Call to action should be clearer, stronger and tied to a benefit (i.e. to find out how Trivantage can....visit...)

    4) If you can, incorporate some kind of offer with an expiration date to drive urgency, that should help response (perhaps a FREE consultation, white paper, etc).
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